The Work That Was revisits the stories that made the strategy newsroom laugh, think twice or do a double take this week, rounding up campaigns, strategies and industry moments that shaped the marketing landscape.

Pinty’s aims to prove chicken wings go beyond sports

Chicken wings have long been associated with sporting events and party nights, but now Pinty’s and Cartier are breaking the mold by sponsoring 10 community groups with a year’s supply of chicken wings.

“The Wing Club” comes as a response to Gen Z audiences looking to reduce their screen time through “hobby maxxing,” a new viral trend where people fill up their weekly schedules with a wide range of tactical and offline activities such as knitting, pottery, improv sessions and running.

While Cartier handles paid media, Pinty’s will bring the campaign to life through its owned channels and a series of influencer collabs to motivate other social circles to sign up as official members of the club.

By shifting wings from game day to everyday, Pinty’s gives itself permission to play in far more consumption occasions. Smart move. Plus, you can never have too many wings.

Staples simplifies tech shopping for families with student personas

Between the tech specs, different manufacturers and wide range of price points, mom and dad have a harder time picking out back-to-school supplies for junior each year, which is exactly why Staples is boiling the experience down with curated shopping lists around five aspiring careers for students.

Ranging from developer to designer, builder and entrepreneur, these personas are amplified by Bensimon Byrne developing an integrated campaign that shows how the retailer meets the different interests, ambitions and technology needs of each child, while making the shopping experience as simple as possible.

The work reinforces Staples’ “That Was Easy” promise and has a broader objective of highlighting how the company can serve families year-round with different tech, services and productivity solutions.

Rather than selling products, the campaign solves a real shopping problem – and that’s a much stronger place for the brand to play.

Kia appeals to Gen Z and Millennials with point-and-shoot photography

Tugging on the heartstrings of Gen Z and Millennial audiences, Kia Canada is promoting the latest model of its Seltos SUV with an editorial-inspired visual campaign called “For Every Era.”

Inspired by the resurgence of point-and-shoot photography, Innocean Canada positions the new subcompact SUV as a constant in a family’s lives, always there to help or be part of weekend escapes, growing family members and even major career moves.

The automaker has sold more than 110,747 units of the Seltos since it hit the lot in 2020, making it one of Kia aims to bolster that number further with a wide campaign rolling out across OLV, connected TV, digital OOH and social media channels.

The editorial aesthetic of this latest work feels current without trying too hard, giving the campaign a more authentic feel than many Gen Z plays. Home run.

– Images courtesy of Pinty’s, Staples and Kia