ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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About the Work
Last summer, a two-word unpaid tweet made Popeyes 2019’s hottest brand, sold a 10-week supply of Chicken Sandwiches in eight days and forever changed their business. When Popeyes launched its Sandwich to compete with category frontrunner Chick-fil-A, buzz was okay. But it wasn’t a viral hit. Yet. Then Chick-Fil-A tweeted: “Bun + Chicken + Pickles = all the [heart] for the original.” Social listening showed Chick-fil-A’s anti-LGBTQ stances made them a guilty pleasure for many. So we knew the right tweet could unleash an army. And over the previous year, we’d perfected our Twitter voice and built a very engaged fanbase, especially among Black Twitter. So we knew what to say and when to pounce. We quickly responded with a perfectly on-brand “...y’all good?” It worked. Popeyes had been getting 4,000 sandwich tweets a day. This jumped to 140,000 a day (Crimson Hexagon + Brandwatch). Black Twitter made memes, celebrities posted for free, talk show hosts joked and lines wrapped the block. Popeyes had its best sales in two decades (CNBC). Store traffic rose 256%, stabilizing five months later at 40% higher than before (Sense360). And this two-word, unpaid tweet earned over 8 billion impressions worth $87 million dollars (Cision).
2020 Awards
Total Points: 15
Silver Cube
Credits
Agency
GSD&M / Austin
Chief Creative Officer
Jay Russell
Creative Director
Leigh Browne
Jon Williamson
Group Creative Director
Tom Hamling
Product Manager
Linda Nhan
Lindsay Wakabayashi
Lucas Dean Fiser
Social Media Manager
Gracen Cohen
Strategist
Janice Suter
Randy Romero
Angela Brown
Creative Team
Stephen Litner
Dina Zolan
Account Team
Carrie Hines
Liam Doherty
Lacey Bobo
Morgan Spencer
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