The Ask:
This was originally one of those awful briefs that don't feel rooted in a human insight at all. "A sandwich so indulgent you'll think you have to earn it!"
The Creative Thinking:
Meanwhile, here in reality, nobody who frequents Wendy's feels they have to earn one of their sandwiches. So we spun the idea into being about how literally any of life's minor achievements is enough to #EarnIt, since people spend all day tweeting about meaningless stuff anyway.
We then turned their tweets into live-readings by the Honest Trailer voice, to make them feel particularly epic. We spent the whole day using our promoted tweet campaign responding to fans in an epic voice.
This was originally one of those awful briefs that don't feel rooted in a human insight at all. "A sandwich so indulgent you'll think you have to earn it!"
The Creative Thinking:
Meanwhile, here in reality, nobody who frequents Wendy's feels they have to earn one of their sandwiches. So we spun the idea into being about how literally any of life's minor achievements is enough to #EarnIt, since people spend all day tweeting about meaningless stuff anyway.
We then turned their tweets into live-readings by the Honest Trailer voice, to make them feel particularly epic. We spent the whole day using our promoted tweet campaign responding to fans in an epic voice.
Taking things a step further, we turned two mundane tweets into full-on action movies, riddled with action movie tropes and Michael Bay spinning camera moves.