2020 Winner

CASE SUMMARY

New York Fries has a strong presence in shopping mall food courts, where it competes against other fast food chains. So when the company launched a new version of its Premium Hot Dog, it needed a way to stand out as a “premium” fast-food vendor. Enter “Big Haute Dog,” a campaign by Juniper Park/TBWA that mashed together high-fashion brands with the universally loved food court menu item. Four bespoke designs were created featuring tonguein-cheek allusions to brands like Chanel, Yves Saint Laurent, and Burberry, which were then used in posters and transit ads. The mall may house many premium retailers, but the goal was to show the “food court has only one.”

Credits

Chief Creative Officer: Graham Lang
Creative Director: Neil Walker-Wells
Creative Director, Design: Nathalie Cusson
Associate Creative Director: Damon Crate
Designer: Lianna Petridis & Adam Damiani
Producer: Nina Buis
Editor: Rod Reano, Sasha Proctor, Natalie Trivino
Account Team: Jessica DeSantis & Carlo Tan