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PDQ is a chicken chain that prides itself in being REAL. With real food and real people, it's why they are just made, better. This re-design was rooted in this very notion. Our big idea involved hosting a photoshoot and using video content from real people that used entirely REAL orders. Seriously. And it worked. My partner and I created a look—and a few huge ideas—that got the brand noticed in the right ways.
Paul Prato, group creative director
Burton Runyan, associate creative director
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