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.
Category
Influencer Marketing / Multi-Channel
Annual ID
OS23_SM106M
About the Work
In 2013, Dieunerst Collin became a viral sensation when a customer filmed him standing in line at a Popeyes and posted it online. Ever since, he’s become one of the internet’s most popular memes, known as “Popeyes Kid”. 10 years later, Popeyes Kid grew up to become a champion football player at a Division 2 university. And the world found out about it just weeks before the Super Bowl. So we set out to make him a celebrity that could steal the show on Super Bowl Sunday.
In an integrated campaign, we turned Dieunerst into the face of our brand. From an endorsement deal that started with him becoming the face of Popeyes across our social channels, to a billboard in his hometown, to a nationwide press tour, to his very own celebrity meal, we kept the internet captivated for weeks as we gave Dieunerst the A-list treatment. Then once we built him up, we gave Dieunerst his own Super Bowl commercial. An ad that ran only online, but caught the attention of the press, and ended up on “Top Super Bowl Ad” lists across the media. In the end, we helped Dieunerst turn his meme into every athletes’ dream.
In an integrated campaign, we turned Dieunerst into the face of our brand. From an endorsement deal that started with him becoming the face of Popeyes across our social channels, to a billboard in his hometown, to a nationwide press tour, to his very own celebrity meal, we kept the internet captivated for weeks as we gave Dieunerst the A-list treatment. Then once we built him up, we gave Dieunerst his own Super Bowl commercial. An ad that ran only online, but caught the attention of the press, and ended up on “Top Super Bowl Ad” lists across the media. In the end, we helped Dieunerst turn his meme into every athletes’ dream.
2023 Awards
Total Points: 3
Merit
Credits
Agency
GUT / Miami
Client / Brand
Popeyes Louisiana Kitchen
Production Company
Kreative Kontent
Media Distribution Company
Phd
Chief Marketing Officer
Jeff Klein
Creative Director
Jeff Schermer
Jose Ramirez
Director
Fro Rojas
Director of Photography
Andrés Sánchez
Executive Producer
Denisse Ramirez
Debbie Margolis-Horwitz
Producer
Edwina Lantigua
Joycelyn Bejar
Account Director
Jennifer Rangel
Account Supervisor
Kristin Martinez
Content Strategist
Khariff Tyson
Head of Production
Renata Neumann
Tina Evanow
Account Coordinator
Shannon Dorey
Associate Director, Paid Social
Melissa Morales
Associate Media Director
India Hoffman
Chief Intelligence Officer
Christian Pierre
Co-Founder & Creative Chairman
Anselmo Ramos
Community Manager
Zachary Gordon
Content Art Director
Alec Plourde
Content Copywriter
Daphne Lefran
Content Creative
Taraghee Morris
Content creator
Rocky Nguyen
Creative Development Manager
Carolina Perez
Global CEO
Andrea Diquez
Global Chief Strategy Officer & Partner
Fernando Ribeiro
Head of Account Management
Joselyn Bickford
HEAD OF ART
Guido Fusetti
Head of Resourcing
Junia Parodi
Junior Account Executive
Kate Beeks
Lead Editor
Louis Palacios
Management supervisor
Carolyn Martin
Managing Director, Global Chief Client Officer & Partner
Carmen Rodriguez
North America Brand Communications Director
Patricia Pieranta
North America CCO & Global Partner
Juan Javier Peña Plaza
Ricardo Casal
Senior Brand Manager
Flavia Guetter
Senior Content Copywriter
Ryan Morejon
Senior Director
Dara Schopp Helitzer
Senior Manager Public Relations & Brand Communications
Emily Ciantra
Senior Manager, Brand Communications
Kerry Lange
Senior Project Manager
Kristy Garcia
Senior Strategy Director
Katherine Franzen
VFX supervisor
Nico Cragnolino
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