Burnett’s Wingstop OOH campaign is very human

(Burnett adds human touch to OOH campaign)

Leo Burnett and Wingstop have taken a new approach to OOH ads with limited-edition streetwear.

That’s right the billboards are people and it’s a pretty dope campaign. According to Wingstop’s CMO, Christina Clarke, fans are the best in the QSR category. So, Burnett helped give them the chance to really show how much they love the brand.

In a bold, strategic move Wingstop and the agency went all-in on a new kind of out-of-home ad: limited-edition streetwear. Complete with crop marks and a file name, the apparel was designed to look like work-in-progress ads with the headline, “This Is An Ad For Wingstop.”

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Influencers were invited to request the merch from Wingstop and receive $10 via Venmo if they posted a picture of the product on social media, #ThisIsAnAdForWingstop.

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The Wingstop sweatshirts sold out in less than 80 minutes as fans clamored for a piece of apparal and a chance to unabashedly promote their favorite QSR brand.

SOURCE: Leo Burnett