Arby's challenged us to get people to stop scrolling and start engaging with Arby's on social platforms. On social media, brands have to compete against other brands but also with things people actually care about. So Arby's decided to take content that consumers were fans of and combine it with Arby's. Posting about topics like gaming, pop culture, and anime let Arby's join conversations as a fellow fan. One of the ways we do this is by creating artwork made by hand using only Arby’s packaging materials and common crafting supplies like hot glue that any fan would have access to.