The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Cinema Advertising
Annual ID
OS23_FI117M
About the Work
KFC, South Africa’s number one fried chicken restaurant had lost its relevancy amongst younger audiences, and this was felt in declining sales & overall negative sentiment found on social media. We needed to remind them of the power of our iconic finger lickin’ good Taste in a non-traditional advertising way, something that the youth are getting more and more allergic to.
So we found a story that no one could ignore. Reports had surfaced online that a man was posing as a KFC food inspector in order to get access to free KFC. Even though there was no real evidence to support it, the urban legend quickly became a fan favourite. So we looked at these reports as living proof that some people would go to great lengths for the irresistible Taste of KFC and this inspired our new creative platform: ‘ANYTHING FOR THE TASTE’.
In dedication to this illusive fake food inspector, that may or may not have existed, we wanted to tell the story of the greatest chicken heist that gripped the nation. We created an epic 2.5 minute film of a man armed only with a disguise and an insatiable hunger for KFC, travelled across South Africa hitting different KFC branches to get his hands on their iconic Taste. Influenced by well-known heist movie genres, our brand storytelling allowed us to seamlessly show a variety of KFC meals where the Taste was the score, KFC was the mark and Mr Molapo was the intrepid mastermind all concluding with the classic plot twist in the end.
The strong performance from our lead, layered with masterfully crafted cinematography and an adapted version of the track ‘Summertime’ by Billy Stewart; made the piece an instant classic, loved and lauded by all. This showed in the results after launch; the film was the most watched advert on YouTube in 2022, KFC became the number one brand amongst the youth & they saw an 18% sales increase during the campaign – proving that most believe that some would really do Anything for the Taste.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy South Africa
Client / Brand
Yum KFC / South Africa
Production Company
Romance Films / Cape Town
Music / Sound Production Company
Sterling Sound / Johannesburg
Post Production Company
Chocolate Tribe / Johannesburg
Art Director
Naledi Manama
Copywriter
Abas Rashid
Mahlako Mojapelo
Chief Creative Officer
Kabelo Moshapalo
Composer
Billy Stewart
Creative Director
Chantelle Dos Santos
Director
Greg Gray
Director of Photography
Adam Bentel
Editor
Ricky Boyd
Executive Creative Director
Peter Little
Safaraaz Sindhi
Executive Producer
Debbie Dannheisser
Helena Woodfine
Account Director
Cindy Booysen
Creative Chairman
Pete Case
Stylist
Bridget Baker
CMO KFC Africa
Grant MacPherson
Editing
Deliverance / Cape Town
Interim CMO SA
Sam Redman
LINE PRODUCER
Shannon McDougall
Managing director
Tracey Edwards
Managing Partner
Greg Pfuhl
Marketing manager
Kim Bryden
Music Licensing
Marc Algranti
Performance
Rendani Mufamadi
PRODUCTION ART DIRECTOR
Will Boyes
Research
Maghiel van Dorssen
Sound engineer
Lorens Person
VFX
Jean du Plessis
Related Awards
