Leigh Muzslay Browne

Winner of The Drum Awards for Agency Business 2022 for Best Response to Change

Less than a week before Mother’s Day 2022, news broke that the U.S. Supreme Court was going to overturn abortion rights in America.

With the clock ticking, we created a new holiday that none of us want to celebrate: Forced Mother’s Day.

And in less than 72 hours, we launched ForcedMothersDay.com.

Every year, March brings its own special Madness to college basketball courts across the country. It’s the NCAA tournament where 68 men’s and women’s teams battle to be the best in the country—and millions tune in to watch the saga unfold.

As a longtime sponsor of the games, Capital One has become part of the annual frenzied fun with a campaign centered around the antics of three famous friends: director Spike Lee, NBA star Charles Barkley and acting icon Samuel L. Jackson.

When Capital One launched Capital One Shopping, we turned to everyone’s favorite spokesperson to get the word out.

”Late Night” was ranked #1 Most Breakthrough ad of 2020 by Ace Metrix. Breakthrough measures likeability and their ability to grab people’s attention.

AAF District 10 Mosaic Award in the Diversity and Inclusion Online/Interactive Campaign

For too long, advertising has been divided into “general market” and “multicultural.” But the general market IS multicultural. We’ve all got to be able to create work that speaks to a diverse audience — and not just one month a year.

So we created “&: A Guide to Better Work Through Diversity, Equity and Inclusion.”

AndGSDM.com focuses on advertising — creative briefs, clients, accessible design, casting, production, etc. But it also covers general topics like countering bias in interviews, empowering everyone to speak up, what to do if someone says something offensive and much more.

And while we created “&” for our agency, we made it open so the entire industry could use it.

Because what good is knowledge if you don’t share it?

2021 Grand Effie Award Winner

Honored by Cannes Lions, Clios, Communication Arts, One Show, Art Directors Club, AICP Next, AdAge Creativity Awards, Shorty Awards and ADDY Awards

In August 2019, a two-word, unpaid tweet made Popeyes the year’s hottest brand, sold a 10-week supply of chicken sandwiches in eight days and forever changed their business.

When Popeyes launched its new Chicken Sandwich, they were the underdog in a category dominated by Chick-fil-A. Gaining any market share was going to be tough. So, we had to be smart.

The good news: Chick-fil-A was a guilty pleasure for many people who disagreed with their conservative stances. We’d been listening carefully on social, so we knew the right tweet could unleash an army. We just needed the right moment.

Buzz was okay when the sandwich went nationwide on August 12. But a week later, our moment came. Chick-fil-A tweeted: “Bun + Chicken + Pickles = all the [heart emoji] for the original.”

We quickly responded with a perfectly on-brand “...y’all good?”

And America went nuts.

SOME RESULTS:

After the tweet, the sandwich went from getting about 4,000 tweets a day to 140,000 (Crimson Hexagon + Brandwatch).

Popeyes added more Twitter followers the week of “...y’all good?” than it did in the first half of 2019 plus all of 2018 and 2017 combined (Forbes).

Popeyes had its best quarter in two decades (CNBC) and saw the largest QSR market share increase ever tracked by analytics firm Sense360.

Store traffic initially shot up 256%, stayed high at 300% for the relaunch and eventually stabilized in December at 40% higher than before this tweet (Sense360).

Overall, this real-time campaign earned over 20 billion impressions worth $220 million dollars in earned media (Cision).

Honored by Communication Arts, One Show and Webby Awards.

When Popeyes sold its entire 10-week supply of Chicken Sandwich in 8 days, we needed to do something to keep people talking while we restocked.

So we offered up a BYOB option—bring your own bun.

It was a joke, but it worked. Popeyes Word-of-Mouth score hit an all-time high after this video was released. And the stunt got 1.5 billion impressions worth $17 million in earned media.

2019 Cannes Outdoor Bronze Lion

2019 Clio Out of Home Gold

2019 D&AD Shortlist

2019 The One Show Merit

2019 Art Directors Club Merit

Popeyes marinates its world-famous chicken for 12 long hours. That’s why it’s so good.

So, we created a 12-Hour Drive-Thru to show everyone just how long 12 hours is.

It’s so long that people order their food in Fort Stockton, Texas, and pick it up in New Orleans.

2019 AICP Next Shortlist

2019 Art Directors Club Bronze Cube & Two Merits

Flying is stressful.  Especially during the holidays.

So Popeyes gave travelers a new kind of emotional support animal. 

One you can eat.

When Popeyes hometown of New Orleans got the #1 NBA Draft pick, we all knew they were gonna go for Zion Williamson.

And we wanted to celebrate.

So we created a box as wide as Zion’s wingspan and filled it with delicious wings.

And Popeyes Wingspan Box became the second hottest draft pick that night.

Popeyes is from New Orleans, so when Mardi Gras comes around, we know what people need—a way to eat and drink and catch beads all at once.

So we invented a box that hangs from Mardi Gras beads around your neck.

As Delish put it, “Anyone walking through the streets of New Orleans with a box of fried chicken around their neck definitely wins Mardi Gras.”

2015 D&AD Wood Pencil

2015 Cannes Lions Shortlist

2016 Gold National Addy

2015 Communication Arts Annual

HOW DO YOU MAKE A BRAND NO ONE’S HEARD OF THE BRAND EVERYONE WANTS?

Avocados originated in Mexico. Its rich volcanic soil and perfect weather grow the greatest avocados on Earth. But nobody knew that. And nobody knew that Avocados from Mexico was even a brand.

Now they do.

2018 AICP Shortlist

In a perfect world, you’d have endless chips and guacamole. But what if you forgot the chips? 

AVOCADO TOAST FTW

People clearly got the message that Avocados From Mexico taste great on everything. We were the most talked about advertiser during the game and purchase consideration rose the most of any Super Bowl advertiser.

2017 Gold & Silver National Addys

In a galaxy not so far from here, the Museum of Earthly Wonders holds all the unique stuff our planet has to offer. 

2018 Webby

2016 Communication Arts Interactive Shortlist

HIV is no longer a death sentence. And people know more about it than ever. But a positive diagnosis is still life altering.

So we created an immersive, online community specifically designed for those living with HIV. 

2017 Gold National Addy

To inspire people to find their next travel story, we invited them along for a virtual vacation.