KFC
KFC fans were craving more than just our food. The global pandemic had hit the music industry hard, and as the most locked-down people in the world, Australians had been starved of live music. So we decided to create a one-of-a-kind music festival in the heart of Sydney – with KFC’s delicious fried chicken at the centre of it all.
Role: Art Director / Designer
We developed a brand new style for the event with an approach inspired by the live music scene. This art direction touched every aspect of the event, including everything from Spotify Video ads, YouTube bumpers, and street posters…
…to social assets, artist frames, ticket pages, event signage, and even the backing video playing behind the musicians at the gig.
And to help get our fans stoked, we worked with headline musicians Peking Duk and food influencer Dimsimlim to create a one-of-a-kind burger…
The hoisin-duck-inspired ‘Peking Cluk Burger’ was made exclusive to the event, getting fans everywhere clamouring for a taste.
In keeping with the bird theme, we hosted the event on Cockatoo Island. Over 1400 attendees flocked to the iconic Sydney harbour to get a taste for live music again… and our food.
With five epic acts, including Peking Duk, Thandi Phoenix and Baker Boy, we made we brought the party and generated over $4000 in donations for disadvantaged youth.
And since it’s not everyday one creates a music festival, we shot an ad to remind the general public of KFC’s creds in the music space, with the help of a cheeky headline to show we understand festival goers…
Results were fantastic, with 207 pieces of earned coverage, 109M impressions, and a 100% positive brand sentiment.