Camden Make Over

As a challenger brand in the UK, we made Wendy’s Camden restaurant opening unmissable by giving our red-haired Wendy a Camden makeover with a bit of help from the Camden community.

Once the heart of the nation's creativity, Camden has been undergoing an identity crisis with its gentrification. Instead of merely setting up a restaurant on their high street like other fast food chains have done, we decided to pay tribute to its creative spirit. We embraced its incredible local creative minds and crafted our campaign together.

We allowed the local artists of Camden to redesign our iconic red-haired cameo Wendy and the residents to vote. Giving Wendy the full Camden makeover to represent their town.

The result? 4 million impressions on social media and a reach of 2 billion. One of the most successful restaurant launches in the UK. Creatively winning: Silver at Creative Circle, Bronze at Shark Awards . Featured in Creative Review as well as EOY Campaign Magazine, ranking 9 in the Top Outdoor Ads of the Year