KFC wants consumers to begin associating the reverberating bang of marching band drums and the pop-pop-pop of balloons with its crispy (and Extra Crispy™) chicken. How do you illustrate onomatopoeia without being too on-the-nose? Geometry’s office in Argentina, a WPP-owned creative commerce agency, found the answer through a variety of sculpture materials, fast-pace cut edits and audio.
“Noisy Chicken,” a campaign made up of a pair of minute-long spots—”Bateria” (Drums) and “Globos” (Balloons)—highlights the product’s golden-friend textural crunch in an audiovisual and kinetic experience, attempting to recreate the sights and sounds of someone biting into the brand’s chicken.
“Having been in the Argentinian market for only a few years, we are always looking for new ways to highlight the difference of our product. With this campaign, we set a very ambitious challenge: to speak from the intrinsic nature of the product without focusing on flavor,” Fernanda Pieruzzini, marketing director, KFC, said in a statement.
“Instead, the focus was on another very distinctive and KFC key sensory characteristic: the crispiness of the chicken. Geometry managed to convey this in a new and clear way. They have worked with the brand from the beginning, always achieving outstanding results no matter how difficult the goal.”
“Noisy Chicken” follows Geometry Argentina’s Covid-19 campaign for KFC, “F de Familia” (F is for Family), which honored the fast food chain’s essential workers. At Geometry’s Middle East & North Africa office, the agency responded to the pandemic by reintroducing a self-sanitizing shopping cart handle to expand the product’s implementation in supermarkets worldwide.
Agency: Geometry Argentina
CEO: Karina Aiello
CCO: Tony Waissmann
ECD: Claudio Giovanelli Zaia
Art Director: Joaquín Camicha
Copy Writer: Pablo Bugueiro
Group Account Director: Georgina Roccatagliata
Account Director: Michelle Tourón
Account Assistant: María Aghina
External Art Advisor: Ariel Abadi
Producter House: Cinco
Director / Photographer: Cinco + Gemelos
Model Maker: Verónica Arcodaci
Retoucher: Fernando Stordeur
General Production House: Cinco
Client: Fernanda Pieruzzini / María Paula Barreto