KFC: Chicken X-Rays

Outdoor, Print
KFC

Spanish people cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity.

We started with a deep analysis of people’s main worries regarding food quality.

Advertising Agency:PS21, Madrid, Spain
Creative Director:Victor Blanco, Daya Muñoz, Myriam Gómez, Pablo Barrionuevo, Elena García
Art Director:Manu Rico, Marta Guardiet, Jose Luna
Copywriter:María Pulgar
Head of Growth:Beatriz Arce
Project Manager:Sergio Hernandez
Brand Producer:Ines Berazadi
Equipo De Cuentas:Arael Arias, Carla de Alfonso
Production:Lucas de la Rúa, Michel de Larroque
Studio:Pilar Guerrero, Javier Cirujeda, Pedro Marnez

Corona: Spot The Plastics

Film
Corona

Advertising Agency:OniriaTBWA, Paraguay
Chief Creative Director:Camilo Guanes
Executive Creative Director:Daniel Achaval
Creative Directors:Andrea Ferreira, Najib Brozzon
Art Directors:Santiago Valdez, Nathalie Pera
Creative:Milciades Molina, Paloma Cella, Juan José Duarte
Chief Project Managers:Yamile Miserlian
Project Managers:Claudia Pilz

Nike: Dirk Nowitzki, The Maverick


Film
Nike

Advertising Agency:Wieden & Kennedy, Amsterdam, Netherlands
Executive Creative Directors:Eric Quennoy, Mark Bernath
Creative Directors:Evgeny Primachenko, Craig Williams
Art Director:Jeff Lam
Copywriter:Alex Bower
Head Of Broadcast Production:Joe Togneri
Broadcast Producer:Cory Chonko, Endy Hedman
Group Account Director:Kathryn Addo
Account Director:Franky Wardell
Account Manager:Fulvio Itagiba
Head Of Planning:Martin Wiegel
Planning Director:Stephane Missier
Head of Comms & Digital Strategy:Danielle Pak
Comms Planning Director:Wes Young
Head Of Design:Joe Burrin
Studio Director:Lizzie Murray
Lead Motion Designer:Gustav von Platen
Motion Designers:Lieke Milder, Nils Crompton, Marco van der Vlag
Designer:Steele Bonus
Studio Artist:Noa Rodero
Project Manager:Loes Poot, Caroline Kosse
Business Affairs:Fiona Fan
Illustration:CRCR
Directors:CRCR
Animators:Rémi Bastie, Jeremy Pires, Emmanuel Lantam, Bernard Bui, Hanne Galvez, Rachid Guendouze, Xavier Ramonède
Producer:Amanda Stubbs, Noah Lichtwardt
Junior Producer:Ilona Marcus
Production:Heart & Hustle
Director:Rashad Floyd
Director Of Photography:Trinity Webber, Chris Zamoscianyk
Production Manager:Amber Merritt
Executive Producer:Rashad Floyd, Nancy Lichtwardt
Audio Post:Wave Amsterdam
Sound Designer:Randall Macdonald
Mixer:Randall Macdonald
Music:Beatworms
Artist:Cam Ballantyne
Title:Cam Ballantyne
Postproduction:Wizz
Colorist:Rémi Nonne
Post Producer:Frédéric Géhant
Motion Graphics:Unit Motion Design
Motion Designer:François-Côme du Boistesselin, Jade Schiff
Print Producer:Lizzie Murray

Lysol: Teddy Repair


Media, Direct Marketing, Design
Lysol

Advertising Agency:McCann, USA
Chief Creative Officer:Eric Silver, Thomas Murphy, Sean Bryan
Executive Creative Director:Maru Kopelowicz
Assoc Creative Director:Tyler Gonerka, Emily Salas
Senior Art Director:Craig Bishop

KFC: Chicken X-Rays

KFC Outdoor Ad - Chicken X-Rays
KFC Outdoor Ad - Chicken X-Rays
KFC Outdoor Ad - Chicken X-Rays

Spanish people cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity.

We started with a deep analysis of people’s main worries regarding food quality.

As a conclusion, we identified two key insights:
1. “Fast food chicken is not chicken but rushed chicken pasta.” Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affects our product.
2. “All pictures from the adds are modified. They are not real.” People know the visual codes in ads and assume that what they see is fake.

The conclusion was that one of the most effective paths to communicate quality and authenticity was proving it scientifically.

We contacted specialists so that they could take radiographs of the different parts of KFC fried chicken. We documented the process and we turned these diagnostic tests into communication pieces, using the billboards as light boxes.

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