The KFC Family Bucket is KFC’s flagship product and sharing has always been at the heart of its reason for being. We wanted to reach a new generation of South African families; introducing them to the specialness of shared dinner, in a modern way.
To promote the KFC Family Bucket, we combined the heritage of African storytelling with packaging design that linked to built-in mobile technology.
We designed bespoke bucket sleeves that directed customers to a mobile app, where they could unlock original suppertime stories. When placed face-down on the table, the phone’s proximity sensor automated the selected audio story, bringing the bucket to life with sound, light and vibration. As audio played, the stories were animated by light projections that filtered through the illustrated and laser cut sleeves. Creating an interactive storytelling experience people could enjoy, while sharing a meal.
This intricately crafted campaign won many global awards including pencils at D&AD and One Show.
Case Study.
Frames from the KFC Suppertime Stories app and the bucket artwork.
'Why Thunder and Lightning Live in the Sky' - KFC Suppertime Story.
'Why Mosquito Buzzes in People's Ears' - KFC Suppertime Story.
'Why Hippo Doesn't Eat Fish' - KFC Suppertime Story.
Credits: Candice Hellens, Anneke Jacobs, Gregory King, Mariana O’Kelly, Marike Hechter, Marina Leroux, Moira Gene Sephton, Lungi Ngobese, Karen Carr, Juliet Curtis, Alison Ross, Tercia Makhubela
Illustrators: Anneke Jacobs, Jean De Wet, Studio Muti
Illustrators: Anneke Jacobs, Jean De Wet, Studio Muti
Ross Garret – Director – Darling films
Louis Enslin / Theo Potgieter - Produce Sound
Louis Enslin / Theo Potgieter - Produce Sound
AWARDS:
Wood D&AD Pencil in Experiential
One Show Bronze Pencil in Innovation in Branded Entertainment
One Show Merit in Mobile Applications
One Show Merit in Use of Mobile Technology
Creative Pool Gold,
Integrated 3rd Place in Creative Circle Ad of the Year
Gold Global MMA Smarties
Silver Global MMA Smarties
Whipped Cream Gold
Gold Loerie
Silver Loerie
Campaign Silver Loerie
Campaign Bronze Loerie
Bronze Loerie
Gold Bookmarks Pixel in Innovative Use of Media
Silver Pixel in Mobile Campaign
Silver Bookmarks Pixel in Digital Installations & Activations
Silver Bookmarks Craft Pixel in Marketing Copywriting
Silver Craft Pixel in Use of Sound
Bronze Bookmarks Craft Pixel in Software Coding & Tech Innovation
Gold Assagai
Silver Assagai
Bronze Assagai
Integrated 3rd in Creative Circle Ad of the Month