“Jenny and the Chicken,” a Mash+Studio slideshow illustrated by Danny Mcclain, is one of those metaphorical stories that lets you know it’s metaphorical halfway through the narrative. A boy named Brand wants to befriend a a girl named Jenny, but he can’t figure out how to make her like him. He tries all of the usual friendly activities, like connecting on Facebook, Twitter, Instagram, etc., but Jenny doesn’t seem interested in a guy who talks about himself all the time. Remember, his name is Brand. Get it?
This type of wink-wink story is typically not as clever as its creators think it is. Anthropomorphic chickens aside, engaging with consumers effectively is a lot more complicated than showing how a brand sees the world. I’m not sure who Mash plans to target with this slideshow, which is partly why it feels disjointed, but unless they start teaching brand equity to second graders, you might want to turn the page.