2025 Winner

With political attack ads running ahead of last fall’s U.S.presidential election, Pizza Pizza wanted to share a message of unity while also increasing sales of its chicken wings – a little-known staple menu item. “Bipartisan Wings,” by Zulu Alpha Kilo, adopted the dark style and tone of political attack ads.

In one version, “left wings” accuse “right wings” of “destroying our dinner tables and staining our society.” In a different version, “right wings” ask if “left wings” can be trusted, since they are “pushing radical flavours” and “restricting your Wet Naps.” Each ad ended with a change in tone but the same positive message: “Bipartisan Wings,” featuring both left wings and right wings in a single box, was “A taste of harmony
in these divided times.”

By changing the name of its wings, chicken wing sales jumped by 40%, and on the night of the U.S. election, day-to-day wing sales increased by 47%.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Creative Director/Art Director: Michael Siegers
Creative Director/Writer: Jonah Flynn
Art Director: Tanios Nims
Copywriter: Mariia Kul
Chief Design Officer: Stephanie Yung
Senior Designer: Megan McGhee
Account Team: Tara Collins, Alyssa Guttman, Alex Berube
Chief Strategy Officer: Heather Segal
Group Strategy Director: Cameron Fleming
Director of Integrated Production: Ola Stodulska
Producer: Maddie Estabrooks

Client: Pizza Pizza
Clients: Adrian Fuoco, Amber Winters, Adam Williamson, Ivy Yu, Raymond Luk

Media Agency: Media Experts
Media Team: Sarah Crouch, Lera Pogorielova, Farial Nazim, Lily Lazzara, Blake Goldring, Yolanda Fu

PR Agency: spPR

Post-Production Company: Zulubot
Executive Producer: Sarah Dayus
Post Producer: Gina Simone
Editor + Colourist: Alain Elliot, Can Yuskel
Audio: Creighton Doane

French Adaptation: The French Shop
The French Shop Team: Jessica Dubois Lefort, Gabrielle Papineau, Béatrice Rea, Valérie Forget