The nation's obsession with healthy eating had reached fever pitch, at the time when KFC wanted to launch a burger that was the antithesis of healthy, at a time when people are most obsessed with their health and diet, in the New Year.

For a brand that is negatively associated with dirty restaurants and food selling, selling its sauciest burger wasn’t an easy task. At least, we needed to associate ‘dirty’ with taste and indulgence; at most, to build positive associations around it.

In this context, the outdoor work was part of a wider campaign that aimed to generate mass awareness and mass demand for this new KFC product. In fact, the entire campaign made the Dirty Louisiana become one of KFC’s best selling Limited Time Offers of the last 5 years and sell out nationally within a week and a half (it was supposed to run for 4 weeks).