The brief was to create awareness and increase sales for South Africa’s favourite chicken fast food brand, Chicken Licken®. In particular, their Rock My Soul® chicken – their spiciest offering.

We had to retain the brand’s usual humorous and quirky tone, as well as make sure the work answered to the product’s positioning of ‘Feel the Fire’.

Our story begins when an eccentric acting agent, Razz Matazz, sees a somewhat wooden stage performance by an actor called Khwezi Duma (played by Atandwa Kani). Razz introduces Khwezi to a secret that will take his acting abilities to the next level, and eventually all the way to Hollywood. We see Khwezi perform to great aplomb in a variety of scenes and genres, finally revealing that the only reason he can ‘Feel the Fire’ is thanks to a spicy Rock My Soul® meal from Chicken Licken®.

The film achieved a total reach of 24.4 million and total views of 4.8 million.

On social media, it close to doubled the brand’s engagement rate on Facebook to 6,9% (excluding views), exceeding our target of 3,5%.

It placed 3rd in AdForum’s best retail ads worldwide.