Cannes Lions: Burnett wins Commerce Grand Prix for Thighstop

(CREDIT: Wingstop)

Congrats to our friends over at Leo Burnett. Their creative rebranding of Wingstop into Thighstop earned the agency The Grand Prix in Creative Commerce Lions on Wednesday at the Cannes Lions International Festival of Creativity for 2022.

With a national supply chain shortage of wings, Burnett launched a fun, engaging and effective rebrand of Wingstop. Hello Thighstop. Thighs were available for delivery or take out.

To support the concept and creative the agency turned to Wingstop’s most famous franchisee, rapper Rick Ross. Watch the video below:

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Jury President, Beth Ann Kaminkow, Global CEO VMLY&R COMMERCE / CEO NY VMLY&R, Global, said: “Some work changes the world, and some exceptional work demonstrates the transformation that is possible when creativity is unleashed in response to the world-changing. In the inaugural Creative Commerce Lions, we are recognizing this work that provocatively pivoted – bravely and holistically – to deliver big for both their customers and business. We hope this courageous work will serve as inspiration for Commerce-led creativity that’s business driving, brand-building, and deeply engaging.”

The effort received more than 6.5 billion media impressions. That is worth a Grand Prix.

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