We were briefed to create a brand commercial for South Africa's biggest local-owned fried chicken franchise, Chicken Licken. The commercial had to resonate with Chicken Licken consumers, driving brand love and awareness. It needed to highlight how once you've tasted Chicken Licken's iconic chicken, you will never go back.

This is a fictitious story of French kit manager, José Mercibeaucoup, who came to South Africa for the FIFA World Cup in 2010. But once he tasted Chicken Licken, he never left.

We follow his journey as he is embraced by local fans and goes on to become the head coach of the legendary Flaming Birds soccer team. They are undefeated, leaving local coaches stumped as to how he comes up with his unorthodox winning formations.

The twist is that his love for the iconic chicken helped him discover these magic formations. A secret he is not about to share.

Total views: 4.6 million.

Total reach: 17.9 million.

Almost doubled the brand's Meta engagement rate to 6.7% (target was 3.5%).

Local Premier League soccer coaches mentioned Josè Mèrcibeaucoup live on TV during

pre-game interviews, which also contributed to the film being mentioned beyond our channels.

Viral videos of amateur teams trying the formation also added to the conversation and made our film one of the most talked-about films in the country.