EDEN ROSE ANDREWS
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Wingstop

Wingstop is looking to build brand affinity with young Millennials and Generation Z. This includes a 360 campaign (print, digital, social media, and out of home) and an experiential activation. They need to choose an event in Spring 2020 relevant to the target audience to launch the experiential activation.

Role: Strategy, Copywriting, Art Direction

Advertising Studio I: Creative Strategies | Fall 2019

View the complete presentation.

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THE BIG IDEA

For the first phase of this project, our class broke up into small teams to develop a big idea for our Wingstop campaign. Within my team, my big idea, “Shockingly Flavorful”, was chosen to be presented to MELT Atlanta, who we worked with on this project. At our midterm presentation to MELT, they selected two ideas to be developed further for our final campaign. Shockingly Flavorful was one of the two.

SHOCKINGLY FLAVORFUL

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INTRO

Video: Prayag Nair

NARRATIVE

Some things are so good you want them all for yourself. You’ve tried to hide it, and you’ve denied every rumor. You’ve lied to your friends. You’ve lied to your family. You’ve lied to your DOG. You’ve been feeling so dirty, and it’s time for you to come clean. Whoever said too much of a good thing is a bad thing CLEARLY never ate at Wingstop. And honestly, you’re not sorry.

Written by Eden Rose Andrews

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MILE HIGH FESTIVAL

We chose Mile High Festival as the location for our experiential activation. Wingstop has been a vendor at past 420 events, and it was an event that paired well with their brand and the target audience.

SOCIAL MEDIA STRATEGY

Eden Rose Andrews

COMIC BOOK

Illustrations: Ningyu Zhang | Copywriting: Eden Rose Andrews

EXPERIENTIAL ACTIVATION

Strategy/Experiential: Eden Rose Andrews, Mary Sanders, Poppy Qardan | Illustrations: Mary Sanders

Team Shockingly Flavorful:

Eden Rose Andrews, Samuela Chery, Claire Cronin, Gracy Liu, Prayag Nair, Poppy Qardan, Mary Sanders, Hannah Wu, Ningyu Zhang