To showcase true multiculturality and bring authenticity to the brand, we chose to work with micro influencers, not actors, celebrating Dutch counterculture with its true leaders.

The process was a rollercoaster creatively and for client approval because: 1) we wanted to build each scene around each influencer and capture what makes them originals. Until we locked the final cast, we had to rewrite each scene and adjust the whole script 18 times; 2) we weren’t working with professionals who knew how to act.

We also casted KFC employees for the kitchen and restaurant scenes (except for the reaction shot to the unicorn) both for authenticity and in recognition of their participation in the counterculture, often born in neighborhoods where KFC restaurants are located.

When the BLM movement emerged, our choice was validated: by choosing real multicultural people, we avoid stereotyping behaviours (especially in the context of eating chicken).