KFC Australia is going all in on its chicken obsession with the launch of ‘Go Full Chicken’, a new brand platform and the first work from Special since the agency’s appointment earlier this year.
Go Full Chicken is built on a simple belief: great chicken comes from an obsessive commitment to doing things properly. It celebrates those who take chicken seriously – from the KFC cooks who prepare each piece by hand every day, to the dedicated fans who appreciate the extra effort.
The brand launch film, directed by Stefan Hunt from EXIT, tells a story of devotion through a beautifully choreographed ice skating routine between a KFC cook and a fried chicken drumstick.
The dance is set to a reimagining of Rick Astley’s Never Gonna Give You Up.
KFC SOPAC chief marketing officer Vanessa Rowed said the platform signals a new chapter for the brand.
“Continuing to evolve and reinvent ourselves is part of our success story. Go Full Chicken is more than a campaign. It’s a belief that informs everything we do,” she said.
“It shines a light on the extraordinary care, craft and dedication that goes into our chicken, while giving us a powerful new platform to create entertaining work that is as iconic as our product and brand.”
Special CCOs Tom Martin and Julian Schreiber said the team set out to create a platform that could become a lasting asset for the brand.
“Every great brand platform starts with a truth. Go Full Chicken takes KFC’s obsession with doing chicken properly and turns it into a platform for bold, entertaining work,” Martin said.
Schreiber said the brand platform “lets KFC plant a flag in culture, because Go Full Chicken gives us permission to create a unique brand voice people genuinely want to spend time with”.
Special global partner Cade Heyde said the campaign marked the beginning of an ambitious new partnership.
“From our first conversations, it was clear we shared the same ambition for the brand,” he said.
“This is the first expression of that ambition, and the beginning of a partnership focused on building the next chapter of KFC’s cultural relevance.”
The campaign launches this week across cinema, television and digital channels, marking the first expression of a platform that will extend across sponsorship, outdoor, social, influencer and Google experiences throughout the year.
The Australian campaign coincides with a new visual identity for KFC globally, which was also launched today.
The campaign also draws on KFC’s new global visual brand identity, designed to feel more modern and distinctive but still unmistakably KFC.
Credits
Client: KFC Australia
Chief Marketing Officer: Vanessa Rowed
Marketing Director: Sabrina Douglas
Group Marketing Manager: Jessica Farahar
Brand Manager: Jordana Smith
Brand & Communications Manager: Gabby Hunt
Head of Media: Bridget Cooper
Media Manager: Christian Fox
Agency: Special
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Dave Hartmann
Creatives: Gabe Woodmansey & Jono Aidney
Social Creatives: Harry Roth & Eliza Smith
Design Director: Dan Jones
Client Partner: Jaimee Kerr
Team Lead: Steffi Arbon
Business Director: Elliot Aitken & Annabelle Massera
Senior Strategist: Adelaide Day-Collett
Head of Print: Nick Lilley
National Head of Production: Tash Johnson
Senior Producer: Amanda Collins
Social Producer: Olivia Jeavons
Social Director: Harry Roth
Finished Artist: Jennifer Bailey
Film Prod Co: EXIT
Managing Partner: Wilf Sweetland
Managing Partner: Declan Cahill
Executive Producer: Leah Churchill-Brown
Head of Production: Jacquie Riley
Director: Stefan Hunt
Producer: Alice Grant
D.o.P: Campbell Brown
Choreographer: Vanessa Marion
Casting: Citizen Jane, Natalie Harvey
Edit: The Editors, Mark Burnett
EP, The Editors Nicoletta Rousianos
Producer, The Editors: Isabella Key
Grade: Fergus Rotherham
VFX & Online: Fin Design & Effects
VFX Supervisor: Mikey Brown & Rob Grbevski
VFX Producer: Isabelle Vitelli
Music Supervisor: Anton Trailer, Trailer Media
Music Composition / Re-Record: Mr Pape
Audio Production: Sonar Music
Executive Producer: Sophie Haydon
Audio Producer: Ellie Brandwood
Sound Design: Timothy Bridge & Andy Stewart
Media Agency: Essence Mediacom
