To reach our audience in a way distinct from our category competitors, we decided to go beyond reaching it as the brand advertiser it would expect. So we entered the world of Fortnite as a player — as co-creator of culture, a gamer and an entertainer. Other brands have attempted to reach this audience by placing in-game logos or billboards, but we were going beyond traditional advertisement. Rather than pay our way in, we decided to play our way in. We blurred the line between brand and influencer, playing Fortnite as Wendy’s and streaming it live on Twitch to immerse ourselves in this audience’s world as both player and brand. In short, our idea was to use the game Fortnite to promote Wendy’s brand messaging.
For 27 years, “Your Weekend” – one of Poland longest running and most read adult magazine - reduced women to sex objects. In December 2018, when it was up for sale, we bought it immediately. And used it to challenge the culture of sexism and gender inequality it had contributed to building. We transformed “Your Weekend” in a conversation-sparking, ground-breaking magazine promoting diverse and progressive narratives of femininity. We teamed up Gazeta.pl, our client and leading Polish news portal, with Mastercard and BNP Paribas, two brands with a long-term commitment to empower women, to create this last issue. We published it on International Women’s Day. We kept the regular sections and columns but reimagined the content around sexual education, gender portrayal, equal rights, sexism and more. It was the symbolic end of an era and a spectacular beginning for a much-needed national conversation.