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Category
Active Engagement
Annual ID
OS_SM20_078M
About the Work
When you say something over and over, people eventually stop listening, and Wendy’s had been talking about it's core differentiator — fresh, never frozen beef — for more than 50 years. Rather than finding a way to say it, we made a way to experience it by creating a tabletop role-playing game, Feast of Legends. In the game, players create and play as characters inspired by Wendy's menu items as they adventure through a fast food-centric world, battling against the evils of frozen beef. During gameplay, players receive in-game bonuses for eating Wendy's food and penalties for eating anything else. Feast of Legends is contained in a 100-page book with fully illustrated Wendy's characters, more than 50,000 words, and an in-depth adventure spanning more than 15 hours of gameplay. Gamers weren't just hearing Wendy's brand messages. They were acting them out. With more than a quarter of a million downloads and coverage from gaming and non-gaming publications, Wendy's successfully enlisted consumers in the fight for fresh, never frozen beef.
2020 Awards
Total Points: 2
Merit
Credits
Agency
VMLY&R / Kansas City
PR / Marketing Agency
Ketchum / Atlanta
Client / Brand
Wendy's / Dublin
Production Company
AlphaGraphics / Overland Park
Media Distribution Company
Spark Foundry / New York
Art Director
Ben Grace
Conor Clarke
Chief Creative Officer
Debbi Vandeven
John Godsey
Chief Marketing Officer
Carl Loredo
Creative Director
Tony Marin
Brandan Jenkins
Eamon Conway
Executive Creative Director
Derek Clark
Group Creative Director
McKay Hathaway
Illustrator
Alex Lopez
Collin Fogel
Producer
Shae Mermis
Social Media Manager
Matt Keck
Charles Gooch
Samantha Hanlon
Emmy Hanlon
Jessica Wiggins
Kristin Tormey
Strategist
Jeremy Cline
Creative Team
Laura Picicci
Jimmy Bennett
Frank Vamos
Victor Thai
Account Team
Colin Belmont
Kelly Gartenmayer
Stefani Duhon
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