The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing


Agency Leo Burnett / Chicago + Wingstop / Chicago + MSL Group / Chicago + Publicis Connect / Chicago

Client Wingstop


Integrated Campaign

Annual ID


About the Work

In 2021, American restaurants were facing an unparalleled shortage in chicken wings, one of the country’s most popular foods. As a result Wingstop, a chicken wing brand built on the mission of “serving the world flavor”, was faced with an unimaginable challenge - how do you keep the lights on when your brand, and your business, depends on wings?

Chicken wing fans everywhere rushed to social media to express panic and outrage about the category-wide shortage. They cited lower quality, higher prices or worse: no wings at all. However, the solution to these complaints was far closer than anyone thought. In fact, it was already on the chicken.

Thanks to America’s preference for chicken breast, the oft-overlooked chicken thigh was the one part of the supply not yet exhausted. All it took was for a brand to be brave enough to go all in, with a product and campaign innovation that could change the industry overnight.

In eight weeks, Wingstop pivoted it’s entire business and launched Thighstop, to directly target wing-obsessed consumers experiencing the shortage. The message of “try thighs” came from an entire brand and product solution tailor made for the flavor experience chicken wing fans were craving. Year over year sales skyrocketed 10%, with 60% of sales coming from new customers proving the entire wing-eating world saw, and craved, our solution.

2022 Awards

Total Points: 3




Leo Burnett / Chicago

PR / Marketing Agency

MSL Group / Chicago

Client / Brand

Wingstop / Chicago

Production Company

MK Films / Chicago
The Funnel Creative / Atlanta

Music / Sound Production Company

Another Country / Chicago

Editorial Company

Harbor / Los Angeles
The Den / Los Angeles

Media Distribution Company

Publicis Connect / Chicago

Art Director

Erin McGaughey

Executive Producer

Rock Darlington


Clint Blowers


Sean Logan

Account Executive

Charissa Fort

Account Supervisor

Allie Plantery
Meg Patrick
Zoe Krey

Senior Copywriter

Damian Isaak

Senior Producer

Laurie Gustafson
Tara Wert

Assistant Account Executive

Amber  Mekled

Associate Creative Director, Art

James Lee

Associate Creative Director, Copy

Ben Doessel

Associate Media Director 

Tara Ounan

Business Leadership, EVP 

Bianca Bradford
Debbie  Myszynski

Chief Strategy Officer

Aki Spicer

Creative Director (Art)

Matt McNulty

Creative Director (Copy)

Ben Pfutzenreuter

Creative Resource Director

Kevin Brown

Customer Relationship Management Company

Hawkeye / Dallas

Director Performance Media 

Janna Sacro

Executive Vice President, Executive Creative Director

Mikal Pittman

Executive Vice President, Head of Business Leadership

Mark Burgess

Executive Vice President, Head of Integrated Production

Mike Davidson

Executive Vice President, Strategy Director

Christopher  Bridgland

Global Chief Creative Officer of Leo Burnett Worldwide & Chief Creative Officer of Publicis Creative North America

Liz Taylor

Investment Director 

Inga Sheehan

Junior Art Director

Shannon Parr


Clint Blowers Photography / Chicago

Production Designer

Alex Alvarez

Senior Account Executive 

Caroline Kelly

Senior Production Artist

David Webster

Senior Strategist

Lindsey Summers

Senior Strategist 

Megan Collins

Supervisor Performance Media

Lauren Kurash

Vice President Client Partner 

Allison Cox

Vice President Creative Director

Erin Maiorana

Vice President Media Strategy 

Kathryn Peevey

Vice President Strategy 

Julia Botsko

Vice President 

Grant Keller

VP Account Director

Jamie Mack

VP Core Data & Analytics?

Sejal Sura

VP Director 

Laura Johnson

VP, Account Director

Amy Walloch

Related Awards





Follow Us