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Category
Brand Voice
Annual ID
OS_PR21_061M
About the Work
In January 2020, Beyonce released a fashion collection with Adidas. It sold out instantly. But not before fans noticed that the items looked nearly identical to the employee uniforms at Popeyes, which is widely known as her favorite fried chicken restaurant.
That’s when we jumped in, and gave fans who missed out on Beyonce’s collection a chance to purchase the clothes that inspired it: our actual employee uniforms. To tell the world, we recreated Beyonce’s Adidas campaign photoshoot, shot for shot with actual Popeyes employees and launched a parallel web store where fans could purchase the uniforms that our employees wear every day. All this in less than three days time from the instant Beyonce’s collection sold out.
From the moment we launched, our campaign became a pop culture sensation, taking on a life of its own. Our uniforms sold out 6 separate times, each time just as quickly as Beyonce’s real collection. The collection became a trending topic on Twitter worldwide, with fans applauding the swiftness of the move during the week of the 2020 Super Bowl, a moment when every other brand was teasing their big game ads. Coverage on top outlets like TMZ, Billboard, and The Wall Street Journal propelled our campaign to notoriety, generating over 703 million media impressions, the equivalent to $6.3 million in ad value.
That’s when we jumped in, and gave fans who missed out on Beyonce’s collection a chance to purchase the clothes that inspired it: our actual employee uniforms. To tell the world, we recreated Beyonce’s Adidas campaign photoshoot, shot for shot with actual Popeyes employees and launched a parallel web store where fans could purchase the uniforms that our employees wear every day. All this in less than three days time from the instant Beyonce’s collection sold out.
From the moment we launched, our campaign became a pop culture sensation, taking on a life of its own. Our uniforms sold out 6 separate times, each time just as quickly as Beyonce’s real collection. The collection became a trending topic on Twitter worldwide, with fans applauding the swiftness of the move during the week of the 2020 Super Bowl, a moment when every other brand was teasing their big game ads. Coverage on top outlets like TMZ, Billboard, and The Wall Street Journal propelled our campaign to notoriety, generating over 703 million media impressions, the equivalent to $6.3 million in ad value.
2021 Awards
Total Points: 3
Merit
Credits
Agency
GUT Agency / Miami
Digital Agency
HORIZON MEDIA / New York
PR / Marketing Agency
Alison Brod Marketing + Communications / New York
Client / Brand
Popeyes Lousiana Kitchen / Miami
Production Company
Kreative Kontent
Post Production Company
Cosmo Street Editorial / Miami
Creative Director
Jeffrey Hodgson
Eliana Ferrer
Director
Dara Schopp Helitzer
Editor
Lorenzo Bombicci
Executive Producer
Debbie Margolis Horwitz
Global Chief Marketing Officer
Paloma Azulay
Photographer
Fro Rojas
Producer
Kimberly Fraga
CCO/ Founder
Anselmo Ramos
Executive Creative Director / Partner
Juan Javier Peña Plaza
Ricardo Casal
Global Chief Marketing Officer, RBI
Fernando Machado
Senior Art Director
Jose Ramirez
Senior Copywriter
Jeff Schermer
Senior Producer
Denisse Ramirez
Social Strategy Director
Will Ramos
Account Executive
Mollie Birer
Account Supervisor
Jennifer Rangel
Associate Director, Digital Activation
Courtney Griffin
Associate Director, Social Marketplace
Erika Lau
Business Director
Aileen Echenique
Chief Client Officer / Partner
Carmen Rodriguez
Chief Intelligence Officer
Christian Pierre
Chief Operating Officer / Partner
Paulo Fogaça
Content Director
Samantha Lemoine
Creative Manager
Cristina Cornejo Ayala
Head of Art
Guido Fusetti
Head of Global Brand Marketing
Nicole Alevizos Hurd
Head of Marketing Popeyes North America
Bruno Cardinali
Head of Production
Renata Neumann
Marketing Communications Manager
Daniela Chamorro
Planner, Digital Activation
Jenny Ascher
Senior Account Executive
Kristin Martinez
Senior Vice President
Lauren Bishop Jennings
VP, Digital Activation
Drew Harris
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