Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.
McKay Hathaway, VMLY&R’s group creative director, discusses the story behind a campaign the agency created for Wendy’s, which took the fast food chain onto uber-popular video game Fortnite, and which had players gleefully destroying fridges and fighting for non-frozen beef.
He talks about where the concept – which used the game’s food fight event to promote the fast food brand – came from, and the huge social media response it gathered as a result.
Ultimately, the campaign was a winner at The Drum Awards for Social Media, picking up the Grand Prix and winning the Most Innovative Use of Social campaign too.
Find more stories and insights about award winning work at The Drum's Case Study section.