There’s a whole new world of KFC you can’t get in Australia. But we started selling it anyway.
It was all part of a plan to get more Aussies using the KFC app.
It started by hiding the Wafu Burger from KFC Japan in our app menu. And we didn’t say a thing. The catch? It was pick up only.
We did this multiple times and turned each trip into content to hype the next drop. And you know what, it really took off.
We opened a pop-up restaurant that gave the most discerning, respected, and influential food critics and chefs a safe space to admit they like KFC and think it’s good quality food. It had all the ingredients for an earned story to go global. And it did.
We created an 11-course degustation menu.
To make it happen we took KFC’s products, and with the help of a celebrity chef, created an 11-course degustation menu. Then we built and opened a fine dining restaurant from scratch that was open to public reservations for a limited time. The intent was to prove that the only difference in quality between Kentucky Fried Chicken and a fine-dining restaurant is an over-the-top, theatrical, fancy and ultimately superfluous experience.
Oh, and matching wines.
Before the campaign Australians thought KFC was delicious. They also thought it was low quality junk food.
Through research (GALKAL 2018) we discovered when people simply call our chicken “Kentucky Fried Chicken” perceptions of quality go through the roof.
But you couldn’t just ask Australians to call it Kentucky Fried Chicken again.
So we devised the Michelin Impossible narrative and found Sam, a franchisee up for the mission to get people to say “Kentucky Fried Chicken” again (and maybe even get a Michelin Star).
46,000 young Aussies don’t have a home. It’s shocking that just one little Aussie charity is helping to get them back on track with housing, jobs and mentoring.
An annual report made entirely out of beer coasters, individually perforated for easy use. Stakeholders can literally have a drink on their company's success. Cannes 2010 Silver Lion - Print - Annual Reports
SILVER winning entry into the 2014 Cannes Young Lions FILM competition. We had 48 hours to create a film to break the misconception that child abuse doesn't happen in first-world countries, like Australia. 40 teams, each representing their country as the best young creative team in film, competed in this year's competition and I was lucky enough to snag 2nd place.
When wild Queensland storms strike, the tarp is a symbol of much-needed protection. So to remind people of having the right protection for storms, we hung a few tarps of our own. We created Direct Mail that didn’t go in the letterbox - but went on it instead. Right across Queensland, we provided a potent reminder that just like a tarp, Suncorp Insurance is a storm season must-have.
2008-09 Round Trophy used for 15 race events across the 2008 V8 Supercar Championship Series throughout Australia, New Zealand and Bahrain. Again selected as the design for 2009 and modified for the 2010 and 2011 Series. Composed of glass, carbon fibre, aluminium and brass and stands 50cm high.
I’m currently teaching myself how to paint... with oils… to varying degrees of success… Here are a few WIPs to keep me honest!
