KFC in Spain is still a relatively small brand in a category that's still dominated by burgers and pizza. Also, in a category that's driven by taste, chicken is not the first option that people think of.

The brief was to make people crave KFC, but it's not as simple as talking about taste. All other QSR brands try to do it, and most end up showing people smiling at their burgers and telling literally how tasty they are. A secondary objective was to work on familiarity by showing different consumption moments. And finally, the brand wanted to showcase all of its product range.

We needed to find a distinctive way of communicating taste, using emotion to connect with QSR consumers to make KFC more desirable, breaking through the clutter of plain bland spots, in order to drive sales and transactions to our restaurants.

In advertising, we are used to seeing characters smiling at products as if they were telling a joke. Who eats while smiling? Who bites and chews as if they were posing for a photo? In life, the more we enjoy something, the more ridiculous our grimaces become, and that's a visually precious thing. This piece not only visualizes the extreme enjoyment when you eat KFC, it almost transports you to an emotional state in a moment as intimate and pleasurable as taking a bite of fried chicken.