Bonafide Film, Digital Popeyes Big Box Crave Off by GSD&M Austin

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Popeyes Big Box Crave Off

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Industry Fast food
Media Film, Digital, Interactive & Mobile
Market United States
Agency GSD&M Austin
Chief Creative Officer Jay Russell
Creative Director Jeffrey Butterworth
Art Director Kate Griffiths
Copywriter Alexandra DiBucci
Released September 2017

Credits & Description

Category: Food
Client: Bonafide
Agency: GSD&M
Campaign Title: Big Box Crave Off
Chief Creative Officer: Jay Russell
Group Creative Directors: Tom Hamling, Tim Eger
Creative Director: Jeffrey Butterworth
Art Director: Kate Griffiths
Writer: Alexandra DiBucci
Director of Production: Jack Epsteen
Executive Digital Producer: Jefferson Burruss
Digital Producers: Ryan Micklos, Amanda Traversi
Producer: Erika McKay
Account Leadership: Carrie Hines, Soumya Ramakrishnan, Brett Meldrum, Jessica Cutrer, Daniel Sparkman
Strategy: Jim Firestone
Social Strategy: Chelsea Davis, Jessica Lee
User Experience: Jay Esteves
Media: Phillip Joyner, Daniel Leal, Marisol Gonzalez, Evan Walker
Business Affairs Manager: Linda Nhan
Project Manager: Sara Rosales
Studio Art: Michele Head
Retoucher: Daniel Rodriguez

Content Producer: Mystie Pineda
Director: Jacob Stern
Director of Photography: Calvin Millar
Gaffer: Tehillah De Castro
Food Stylist: Gabrielle Robinson
Production Assistant: Savannah Stevens
Editor: Jacob Stern

MUSIC: Overcoast Music + Sound

Sr. Account Manager: Jen Zakur
Sr. Producer: Jett Gelber
Developer: Trevor Strong
Production Assistant: Keith Elliott
Published: September 2017

The beloved Bonafide® Big Box is back and everyone wants a taste, so Popeyes is putting fans’ love to a test with a new campaign in partnership with Coca-Cola that is powered entirely by cravings.
Created by AOR GSD&M, the campaign kicks off with a 30-second ad that captures pairs of Popeyes contestants in a race to triumph the “Big Box Crave Off” challenge. The spot centers around a Bonafide® Big Box paired perfectly (and tastefully) with an ice-cold Coke on a levitating tray while the two opponents seated at opposite ends of the table wear an EEG headset to measure their brain waves and out-crave each other. The more each opponent craves the combo, the closer the food tray hovers to them with a chance to eat the coveted prize.
Popeyes takes the campaign one step further to give consumers a taste of the craving action with a chance to win a year’s worth of Popeyes. The brand is inviting fans to play an online version of the Big Box Crave Off game against other participants in real time, which can be played on their desktop or mobile device, by visiting (Please note the site is optimized for mobile use).
Users will be given a chance to enter daily on the game page for the time span of the campaign through September 24, and one winner will be chosen each week. The spot will run on Facebook, Instagram, Complex and ESPN during this time.
A leading innovator in food and flavor, the campaign is part of the brand’s ongoing efforts to shake people out of their go-to restaurants and bring more unique Louisiana flavor into their lives. Thought you might find it of interest.