Industry Craft > Art Direction

EXPEDITION VOLCANO (BBC)

OGILVY HONG KONG / KFC HONG KONG, JARDINE RESTAURANT GROUP / 2019

Awards:

Silver Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Digital Proof JPG

Overview

Credits

Overview

Cultural/Context information for the jury

KFC’s fried chicken and TV watching are a match made in heaven. So each of our executions were inspired by TV shows that featured explosive action. Consumers could then binge on freshly delivered Hot & Spicy while they binged on the latest release of their favourite series.

Tell the jury about the art direction.

The key to our campaign was the visual duality between the pieces of fried chicken and real-life explosions. To achieve a realistic effect we needed to duplicate the lighting created by the explosions in our base images – each visual matching the corresponding light source. After shooting multiple pieces of chicken we then arranged them together to create our explosive fireballs.

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