PANDA EXPRESS

FORTUNE FAVORS THE BOLD

Idea:
 Fortune cookies have never been this unhinged.
Neither has Panda Express.

This is a campaign that finally lets Panda behave the way they taste: bold, addictive, and impossible to ignore.

We use fortune cookies to build college campus installations, start brand beef, deliver thirsty copy, and hide Easter eggs.

Bins are situated around large college campuses’ high traffic zones.

We place takeout box towers filled with gifts outside rival restaurants (starting with McDonald’s).

THE TEASE - 50% Off Box. Designed to drive traffic.

THE STEAL - Free Meal. Steals McDonald’s customers on the spot.
*Small amount of shade thrown.

THE VIP - free Panda For a Year. One per tower. Designed for virality.

Credits:

Bridget Burr - concept, strategy, copy, art direction, design.