Wendy’s pays homage to Camden culture with punk-style OOH mural
American hamburger brand Wendy’s has given its famous icon a makeover in the wake of its launch in the London borough of Camden.
One of the three styles will become the permanent look for the new Camden restaurant
To celebrate the opening of the brand’s eighth UK restaurant, a mural has been erected in the heart of London’s eccentric art and global food scene, with Wendy herself sporting punk-inspired hair spikes, a flowing emo fringe, and a bouffant quiff.
Created by VMLY&R, Global Street Art Agency, Energy and in collaboration with the Camden Open Air Gallery (COAG), the display is a representation of Camden’s enduring independent spirit and eclectic fashions throughout the years.
Tony Barr, senior international marketing director APMEA & Europe, Wendy’s, said: “As a new brand entering such a culturally-rich neighborhood, it was important for us to show respect for the community and showcase the genuine excitement we have to become a part of it.”
With Wendy’s continuing expansion in the UK, Dayoung Yun, creative director, VMLY&R, explained that it was a collaboration that helped the agency embrace the creativity at the core of the borough, showcasing all Camden has to offer. She said: “We are so thrilled COAG, the inspiring artists’ group who gave life to the closed shutters of local businesses during lockdown with their amazing art, agreed to give Wendy’s iconic red hair a makeover. We are proud to have worked with this community to celebrate the new addition to their high street.”
The mural will remain part of the Camden street-art scene until early July. The brand’s social followers can vote for their favorite style on the Instagram channel @wendysuk to decide on Wendy’s permanent look for the new restaurant.