KEEPING FORTNITE FRESH
Role: Art Director
When Fortnite launched its Food Fight mode (pitting Team Burger against Team Pizza) our team saw an opening. Wendy’s obviously doesn’t do frozen beef, and in Fortnite, the Burger team stored theirs in freezers. So instead of advertising in the game, we joined it. We created a custom Wendy’s avatar, dropped into the game on Twitch, and started destroying burger freezers. No brand messaging. No promos. Just pure gameplay — and gamers noticed. What started as a single stream turned into a cultural moment:
Garnered millions of organic views and mentions
Attracted top streamers and fans to join the freezer-smashing frenzy
Flipped the script on how brands show up in gaming spaces
Awards & Recognition:
🏆 Cannes Lions
• Grand Prix – Social & Influencer
• 2 Gold / 5 Silver / 1 Bronze
🏆 D&AD
• Wood Pencil – Digital, Use of Trends & Tactical Marketing
🏆 London International Awards
• Grand Digital LIA
• 2 Gold / 1 Silver / 1 Bronze
🏆 Clio Awards – Gold & Silver
🏆 Effie Awards – Silver
📰 Featured in:
Ad Age, Adweek, The Drum, Clio Awards, D&AD, Communication Arts, PCGamesN
Keeping Fortnite Fresh set a new standard for brand behavior in gaming—by putting gameplay before the sell.
“We clearly came here with the world looking at us thinking ‘Dream Crazy’ was going to win the Grand Prix. And honestly, I think we all thought that was going to happen,” Pereira admits. “But Wendy’s showed something that made us wonder, 5 years from now, 10 years from now, that we could go back and say, ‘Maybe it started here.”
— Social & Influencer Jury Chair PJ Pereira
