By Stephen Lepitak | -

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fortnite article

July 30, 2020 | 1 min read

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

McKay Hathaway, VMLY&R’s group creative director, discusses the story behind a campaign the agency created for Wendy’s, which took the fast food chain onto uber-popular video game Fortnite, and which had players gleefully destroying fridges and fighting for non-frozen beef.

He talks about where the concept – which used the game’s food fight event to promote the fast food brand – came from, and the huge social media response it gathered as a result.

Ultimately, the campaign was a winner at The Drum Awards for Social Media, picking up the Grand Prix and winning the Most Innovative Use of Social campaign too.

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Find more stories and insights about award winning work at The Drum's Case Study section.

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