Chick-fil-a Design & Branding GREAT WORKS OF COW LITERATURE by The Richards Group

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market United States
Agency The Richards Group
Creative Director Dennis Walker, Ron Henderson
Art Director Nick Munoz
Copywriter Dustin Ballard
Released October 2009

Credits & Description

Category: Calendars
Advertiser: CHICK-FIL-A
Product/Service: RESTAURANT
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: THE RICHARDS GROUP, Dallas, USA
Art Director: Nick Munoz (The Richards Group)
Copywriter: Dustin Ballard (The Richards Group)
Photographer/Retoucher: Andric
Creative Director: Dennis Walker (The Richards Group)
Creative Director: Ron Henderson (The Richards Group)
Print Producer: Natasha Naquin (The Richards Group)
Brand Manager: Desi Zacharias (The Richards Group)
Media placement: Calendar - Participating Chick-Fil-A Restaurants - November 2, 2009

Describe the challenges and key objectives
Challenges included: -adhering closely to the illustrated comp that had been approved -making the scenes look as real and convincing as possible -marketing a gift card within the calendar -effectively marketing the calendar within restaurants Key objective: -create a calendar masterpiece

Describe the brief from the client
Every year, the goal of the Chick-fil-A Calendar is to increase brand awareness and customer visits while delivering an entertaining ;self-preservation; message from the cows' point of view. For 2010, we were asked to develop a new theme that would feel fresh and different from the previous years, uphold the company's brand of humour, and of course, get people to eat more chicken.

Describe how you arrived at the final design
I wanted the overall look and feel to resemble a classic, aged story book, and this became the guiding force behind the final design. Each image needed to feel big and epic as well as look convincing and real; therefore, I researched some classic illustrations and paintings to help develop a compelling composition for each image.

Give some indication of how successful the outcome was in the market
1.45 million calendars were sold by Jan 31, 2010.