The task was to relaunch McDonald's chicken wings through a promotional campaign, 3 couples flying to 3 continents. We created a spoof story around chicken wings and its critical role in history of avitation and a spoof character (Chickenmaster Niyazi Pasha) who had examined the chickens and designed a unique mechanism to fly, in inspiration of their wings. And so who had suceeded to fly long before the Wright Brothers. Some side characters are created to reinforce the believability of the story, like a professor who studied on life of Pasha and servant Hamra who helped him with his studies.

3 weeks before launch, we launched 6 micro-websites, which appeared on Google search lists and included a biography of Niyazi Pasha, his literary writings, and convincing information on his memoirs.One of them was prepared by historian Professor Serguzesti, another spoof character. Some websites were technology sites on aviation, and even international websites prepared in English.

To direct people to these sites, we sent tempting mails to several forums and Yahoo groups. In launch period, along with the TVC, main website went online, providing further information about Chickenmaster, a photograhy archive, a radio interview with Prof. Serguzesti and an amusing game.