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KFC Spain X-Rayed its Chicken to Prove its Authenticity

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Campaign by PS21 recently picked up a Bronze at JCDecaux’s OOH Creativity Awards

KFC Spain X-Rayed its Chicken to Prove its Authenticity
Reality has become so altered, that it’s impossible to find any ads featuring food photography that hasn’t been edited adding textures, retouched colors, shot from the perfect angle. In the middle of this madness, KFC is so proud of it is product that we decided to show that authentic quality doesn’t need any filters. 

A couple of months ago, PS21 took its client’s product to an x-ray session to show that its seasoning is as authentic as the chicken inside, following the Kentucky brand commitment with naturalness. 

The campaign was launched in Madrid for the International Fried Chicken Day, celebrated 6th July. The resulting images were placed in strategically placed OOH locations in the city center. This action was recently awarded a bronze in the latest edition of JCDecaux’s OOH Creativity Awards.



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Client

Brand: KFC

Client Team: Jesús Cubero, Pablo Calavia, Marta Gabriela Hernanz

Media Agency

Media Agency: Exterior

Creative Agency

Creative Agency: PS21

Creative Director: Víctor Blanco, Myriam López, Pablo Barrionuevo, Elena García, Daya Muñoz

Creatives: José Luna, Marta Hernández, María Pulgar, Manuel Rico Head of Growth

Producer: Lucas de la Rúa, Michel de Larroque

Project Manager: Sergio Hernández, Inés Berazadi (Brand)

Account Team: Arael Arias, Carla de Alfonso

Studio: Pilar Guerrero, Javier Cirujeda, Pedro Márnez

Genres: Tabletop

Categories: Fast food, Retail and Restaurants

PS21, Wed, 19 Dec 2018 11:50:16 GMT