The creative idea was to transform the traditionally passive nature of art appreciation into an interactive experience that highlighted one of the core equities of Nando’s worldwide: the fact that Nando’s chicken is flame grilled and, when complimented with PERi-PERi sauce, fiery hot.

We commissioned 4 artists to create 4 separate A2 posters showcasing the Barcelos Cockerel in their own inimitable styles. We then incorporated patches of red phosphorous, glass and glue on each poster: the same material used on the striking surfaces of match boxes. Visitors to all 15 Nando’s restaurants in the UAE were invited to strike a match on the posters, and experience first-hand what fiery at Nando’s really means.

The posters were distributed across all 15 Nando’s restaurants in the UAE. The direct experiential nature and first of their kind executions of the posters enriched Nando’s brand perception at a destination that delights and sparks the imagination of its visitors. Furthermore, Nando’s new brand guidelines were successfully brought to life not only in print, outdoor and online channels, but within the ambient context of the outlets themselves.