Wingstop – ”Boneless. Built for Life.”
Lucas Chu: Copywriter, Art Director
Problem: Bone-in wings are a project. Messy hands. Sauce on your shirt. Time commitment. You basically need a bib and a sink.
Insight: Boneless wings let you live. You can eat them in a meeting. At a red light. In an elevator. On a Zoom call. No bones, no cleanup, no shame.
Solution: A campaign that shows boneless wings as the MVP of real life — fast, clean, and still dripping in flavor. For people who don’t have time to wrestle poultry.
VIDEO AD (30s)
Split screen throughout
Scene 1: The Wedding
Left (Bone-in):
[Man holding wing, accidentally drops it on bride’s train]
BRIDE: “Seriously?”
GROOM: “He brought bone-in?”
Right (Boneless):
[Another guest casually pops a boneless wing mid-speech, no mess]
GUEST: “To love, to honor, and to not wear your lunch.”
Scene 2: The Car
Left (Bone-in):
[Woman frantically wiping sauce off steering wheel]
WOMAN: “I can’t even shift—what am I doing?”
Right (Boneless):
[Man eating boneless at a red light, clean hands]
MAN: “Dinner. Done. Before green.”
Scene 3: The Office Zoom
Left (Bone-in):
[Guy eating, then licking his fingers mid-meeting]
BOSS: “We can all see you, Mike.”
COWORKER: “Is that… buffalo sauce on the report?”
Right (Boneless):
[Woman presenting with a boneless wing between slides]
WOMAN: “Revenue is up. Hands are clean. Let’s keep it moving.”
VO Tagline:
“Boneless. Built for speed. Built for meetings, traffic, weddings, and whatever real life throws at you.
Boneless. Built for life. Only at Wingstop.”
OOH AD
Visual:
Business suit, pristine. One boneless wing, mid-dip.
Opposite ad: sauce-stained shirt, wing bones piled up.
Headline:
“One of these wings is meeting-ready.”
“Eat with your hands. Shake hands after.”
“Life is messy. Your lunch doesn’t have to be.”
“From boardrooms to drive-thrus—boneless works everywhere.”
“Some wings need wet wipes. These don’t.”
PRINT/DISPLAY AD
Post Series: “Built for __”
Built for deadlines.
Boneless wings you can eat with one hand while firing off that Q3 recap.
#BuiltForLife #BonelessBoss #WingstopWorkLunch
Built for your sister’s wedding.
You don’t want to be “the guy who stained the bride’s dress.”
#BonelessOnly #WingstopWeddings
Built for traffic lights.
Get through dinner and your commute. All at once.
#BonelessOnTheGo #BuiltForGreenLights
Built for date night.
You shouldn’t need a shower after eating wings.
#BonelessRomance #CleanBiteEnergy
Built for clean shirts.
No sauce splash. No bone pile. Just flavor.
#BuiltForLife #SauceButMakeItSmart
EXPERIENTIAL CONCEPT
The Idea:
Set up Wingstop experiences in unexpected environments where bone-in wings would never make sense — too messy, too slow, too much effort. But boneless? Totally works. Clean, convenient, ready for life’s moments.
Event Activations + Setups
1. Post-Marathon Cool Down Zone
Where: Finish line of a major city marathon
Setup:
Branded Wingstop tent with boneless wings and cold drinks
Runners relaxing on branded mats, eating wings
Copy on signage:
“No bones about it. You earned these.”
“Boneless. Built for finish lines.”
“Recovery starts with wings.”
2. Fashion Week Pop-Up
Where: Outside (or subtly inside) a NYFW venue
Setup:
Chic pop-up stand handing out boneless wings in sleek, minimal packaging
Servers dressed in runway looks
Copy:
“Boneless. Built for front rows.”
“No stains. No mess. All style.”
“Wingstop. Worn well with black.”
3. Wellness Festival Activation
Where: A yoga-in-the-park or outdoor wellness event
Setup:
Boneless wings served post-yoga
Wingstop-branded reusable wipes and packaging
Copy:
“No bones. No chaos. Just wings.”
“Refuel. Recenter. Reorder.”
“Namaste meets flavor.”
4. Campus Library or Study Lounge
Where: College campuses during finals week
Setup:
Quiet Zone sampling booth with study-friendly boneless wings
Packaged neatly in silent-opening boxes
Copy:
“Boneless. Built for cram sessions.”
“Wings you can eat without a group project.”
“Library approved. Sauce optional.”
Social Extension + Photo Ops
Each event includes a clean photo backdrop and giveaway items for sharing:
Photo Signs:
“This is my eating wings at a fashion show face.”
“Studying > Chewing bones.”
“Wellness includes flavor.”
Hashtags:
#BonelessBuiltForLife
#WingstopAnywhere
#CleanHandsSaucyLife
TIKTOK / IG REELS Concepts
Series: “Where You Can Eat Boneless”
At a job interview:
“Tell us about a time you handled pressure well.”
[Candidate eats a boneless wing mid-answer, no mess.]
“Now.”
On a treadmill:
“Cardio. Protein. Efficiency.”
[Trainer nods approvingly.]
Changing a diaper:
“No bones. No napkins. No time wasted.”
Hashtags:
#BuiltForLife
#BonelessOnTheMove
#WingstopAnywhere
#NoBonesAllBusiness
#CleanWingEnergy
#LunchLikeAPro