CLIENT
The Wendy's Company
Kurt Kane, Chief Concept & Marketing Officer
AGENCY
Six Course, Incorporated *Lead Agency
Spark Foundry
Monika Hoang, Senior Art Director
Zach Mendenhall, Director, Client Engagement
Christina Miller, Associate Director, Connections & Social Strategy
Matt Keck, Associate Director, Conversation Design
Eric Beane, North American Managing Director, Analytics & Data Insights
Debbi Vandeven, Global Chief Creative Officer
Amy Winger, Chief Strategy Officer
Jen McDonald, Executive Director, Client Engagement
John Godsey, North American Chief Creative Officer
Bret Smith, Group Planning Director
Jeremy Cline, Analyst, Strategy & Insights
Chris Corley, Executive Creative Director
Ketchum
Mike Reese, Art Director
Dorado Quick, Senior Copywriter
Archie Davis, Creative Director/Producer
SUMMARY
To build relevance with an audience that was actively avoiding advertising, Wendy's created advertising that wasn't experienced like traditional advertising. Blurring the lines between advertising and entertainment, we created a hip-hop album full of Wendy's brand messaging. So, was it advertising, or was it entertainment? We thought it didn't matter what you called it once it was listened to more than 3.6 million times; topping music charts, surpassing engagement benchmarks by seven times, and generating 800 million earned media impressions.
