KFC needed to prove the fact that they only use real, authentic, quality chicken in their restaurants.

We identified two key insights:

1. “The chicken fast food restaurants use is not actual chicken but a processed chicken paste”. Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affect our product.

2. “All pictures from the ads are modified. They are not real”. People know the visual codes in ads and assume that what they see is fake.

We took our product to an X-rays medical center so that we could take professional radiographs of the different pieces of KFC’s fried chicken, showing that it’s actual chicken on the bone. We documented the process and we turned these diagnostic tests into communication pieces, putting them in backlit billboards that worked as light boxes to bring the radiographs to life.

1200x1800 format