The Art of “Bonelessification”
The Traditional v. Boneless chicken wing debate is a polarizing conversation that has firmly cemented its place in Instagram and Twitter comment sections throughout 2022. Being that Buffalo Wild Wings is America’s #1 sports bar and The Sultans of Sauce and all things chicken wing, we decided to insert ourselves into the conversation.
Aligning with Bdub’s Thursday Boneless BOGO deal, we took to Twitter every Thursday and tweeted Traditional v. Boneless conversation starters. But with a bit of a twist.
With the birth of Bonelessification sparked a shameless yet clever attempt at a Buffalo Wild Wings merchandise opportunity. If you were to remove the hood from a hoodie wouldn’t it just become a crewneck? Using our innovative and unshakable Bonelessification process the answer was clear.
“crewnecks are just boneless hoodies”.
Boneless in the Tweets and in the Streets
We launched the Boneless Hoodies in the fall right smack dab in the middle of Hoodie SZN. In styling, we wanted to resonate with a fashion-forward, wing-loving audience beyond just social media, so we framed shots for streetwear and urban lifestyle looks.
RESPONSIBILITIES: Art Direction, Design, Concept Development
AGENCY: The Martin Agency
WITH: Jack Cornett (CW), Graham Davis (CD), Anna Vaughn (CD), David Freeman (📸)