The One Show
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Category
Social Media Post / Series
Annual ID
OS25_DM069M
Background
KFC had a new saucy nugget. They said it was, “their sauciest nugget ever.”
So, it went to reason that people would be licking their fingers more than ever. After all, KFC’s tagline for over 70 years has been “It’s Finger Lickin’ Good.” We didn’t have the budget for a photoshoot, so we turned to tech’s newest tool—AI. The catch was, we didn’t want to use AI because it would generate great photos of our chicken. We wanted to exploit AI’s biggest flaw. Everybody knows AI generated images almost always contain the wrong number of fingers. So, we turned AI’s biggest flaw into our advantage, by using AI to generate images with extra fingers that would need extra licking. We essentially hacked AI in a way only KFC could.
So, it went to reason that people would be licking their fingers more than ever. After all, KFC’s tagline for over 70 years has been “It’s Finger Lickin’ Good.” We didn’t have the budget for a photoshoot, so we turned to tech’s newest tool—AI. The catch was, we didn’t want to use AI because it would generate great photos of our chicken. We wanted to exploit AI’s biggest flaw. Everybody knows AI generated images almost always contain the wrong number of fingers. So, we turned AI’s biggest flaw into our advantage, by using AI to generate images with extra fingers that would need extra licking. We essentially hacked AI in a way only KFC could.
Creative Idea
Since this was KFC’s “sauciest nugget ever” it went to reason that people would be licking their fingers more than ever. After all, KFC’s tagline for over 70 years has been “It’s Finger Lickin’ Good.” We didn’t have the budget for a photoshoot, so we turned to tech’s newest tool—AI. The catch was, we didn’t want to use AI because it would generate great photos of our chicken. We wanted to exploit AI’s biggest flaw. Everybody knows AI generated images almost always contain the wrong number of fingers. So, we turned AI’s biggest flaw into our advantage, by using AI to generate images with extra fingers that would need extra licking. We essentially hacked AI in a way only KFC could.
Insights & Strategy
Since this was KFC’s “sauciest nugget ever” it went to reason that people would be licking their fingers more than ever. After all, KFC’s tagline for over 70 years has been “It’s Finger Lickin’ Good.” We didn’t have the budget for a photoshoot, so we turned to tech’s newest tool—AI. The catch was, we didn’t want to use AI because it would generate great photos of our chicken. We wanted to exploit AI’s biggest flaw. Everybody knows AI generated images almost always contain the wrong number of fingers. So, we turned AI’s biggest flaw into our advantage, by using AI to generate images with extra fingers that would need extra licking. We essentially hacked AI in a way only KFC could.
We used Meta's new AI tool, Meta AI to generate our images. After testing hundreds of prompts, we managed to come up with 5, one for each flavor of our new Saucy Nuggets. Each prompt is able to generate hundreds of other images, all related to our new product.
Our prompts were:
/Imagine a Hand majestically Holding some glistening KFC Georgia Gold Saucy Nuggets
/Imagine a Hand drenched in new KFC Nashville Hot Saucy Nuggets, every finger sauced.
/imagine a hand holding new KFC sticky chicky saucy nuggets all fingers dripping in sauce
/imagine a hand holding a clump of KFC Honey Sriracha Saucy Nuggets
/imagine a hand holding KFC Korean BBQ Saucy Nuggets with every finger dripping in saucy goodness.
We used the images and prompts to inspire people to make their own images through Meta AI.
Images were promoted on Instagram and Facebook. Posters were put up in-store and OOH placements.
We used Meta's new AI tool, Meta AI to generate our images. After testing hundreds of prompts, we managed to come up with 5, one for each flavor of our new Saucy Nuggets. Each prompt is able to generate hundreds of other images, all related to our new product.
Our prompts were:
/Imagine a Hand majestically Holding some glistening KFC Georgia Gold Saucy Nuggets
/Imagine a Hand drenched in new KFC Nashville Hot Saucy Nuggets, every finger sauced.
/imagine a hand holding new KFC sticky chicky saucy nuggets all fingers dripping in sauce
/imagine a hand holding a clump of KFC Honey Sriracha Saucy Nuggets
/imagine a hand holding KFC Korean BBQ Saucy Nuggets with every finger dripping in saucy goodness.
We used the images and prompts to inspire people to make their own images through Meta AI.
Images were promoted on Instagram and Facebook. Posters were put up in-store and OOH placements.
Execution
We used Meta's new AI tool, Meta AI to generate our images. After testing hundreds of prompts, we managed to come up with 5, one for each flavor of our new Saucy Nuggets. Each prompt is able to generate hundreds of other images, all related to our new product.
Our prompts were:
/Imagine a Hand majestically Holding some glistening KFC Georgia Gold Saucy Nuggets
/Imagine a Hand drenched in new KFC Nashville Hot Saucy Nuggets, every finger sauced.
/imagine a hand holding new KFC sticky chicky saucy nuggets all fingers dripping in sauce
/imagine a hand holding a clump of KFC Honey Sriracha Saucy Nuggets
/imagine a hand holding KFC Korean BBQ Saucy Nuggets with every finger dripping in saucy goodness.
We used the images and prompts to inspire people to make their own images through Meta AI.
Images were promoted on Instagram and Facebook. Posters were put up in-store and OOH placements.
Our prompts were:
/Imagine a Hand majestically Holding some glistening KFC Georgia Gold Saucy Nuggets
/Imagine a Hand drenched in new KFC Nashville Hot Saucy Nuggets, every finger sauced.
/imagine a hand holding new KFC sticky chicky saucy nuggets all fingers dripping in sauce
/imagine a hand holding a clump of KFC Honey Sriracha Saucy Nuggets
/imagine a hand holding KFC Korean BBQ Saucy Nuggets with every finger dripping in saucy goodness.
We used the images and prompts to inspire people to make their own images through Meta AI.
Images were promoted on Instagram and Facebook. Posters were put up in-store and OOH placements.
Results
Generated Thousands of extra fingers.
Had 10.000 failures, at least.
Taught ourselves prompt engineering.
Spent at least 5.000 hours generating fingers to help to fix meta AI. You’re welcome, Zuck!
Had 10.000 failures, at least.
Taught ourselves prompt engineering.
Spent at least 5.000 hours generating fingers to help to fix meta AI. You’re welcome, Zuck!
2025 Awards
Total Points: 3
Merit
Credits
Agency
Leo / Chicago
Agency In-House Production Company
PXP Studios / Chicago
Editor
Luke Sloma
Steven Mach
Producer
Lauren O'Machel
Strategy Director
Jamie Kohler
EVP, Executive Creative Director
Dominick Maiolo
Executive Producer
Lauren Shawe
Senior Producer
Christen James
Social Strategy Director
Tori Ofenlock
SVP, Executive Producer
Will St. Clair
Account Director
Mallory Paul
Associate Creative Director (Art)
Marlus Lau
Associate Creative Director (Copy)
Maicon Silveira
Chief Creative Officer, Co-President
Britt Nolan
CSO
Gareth Goodall
EVP, Head of Production
Ashley Geisheker
Executive Vice President, Head of Strategy
Sam Cescau
Production
Shutterstock / New York
Retoucher
Juan Carlos Montes
Senior Account Executive
Charissa Fort
Senior Vice President Account Director
Nickay Mckenziewade
Senior Vice President Director Creative Resource Management
Lori Kershaw
SVP Creative Director
Nick Stoner
Nick Howard
VP Creative Director (Art)
Sean Hannaway
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