"Corset" by Net#work BBDO Johannesburg for Chicken Licken

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"Corset"

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Industry Fast food outlets & restaurants
Media Print, Magazine & Newspaper
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Graeme Jenner, Donovan Goliath
Art Director Warwick Rautenbach
Copywriter Liam Olding
Producer Tanja Rae
Account Supervisor Lynda Fiebiger
Illustrator Jade Klara
Released July 2010

Awards

The Loeries Awards 2011
Design Design Crafts - Illustration Campaign Craft Gold

Credits & Description

Category: Illustration
Advertiser: CHICKEN LICKEN
Product/Service: FAST FOOD RESTAURANT
Agency: NET#WORK BBDO
Date of First Appearance: Sep 27 2010
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Chief Creative Officer: Mike Schalit (Net#work BBDO)
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Graeme Jenner (Net#work BBDO)
Copywriter: Liam Olding (Net#work BBDO)
Art Director: Warwick Rautenbach (Net#work BBDO)
Illustrator: Jade Klara (Net#work BBDO)
Producer: Tanja Rae (Net#work BBDO)
Art Buyer: Tanja Rae (Net#work BBDO)
Account Supervisor: Lynda Fiebiger (Net#work BBDO)
Media placement: POSTERS X 3 - IN-STORE - 27 SEPTEMBER 2010

Describe the brief from the client
Create in-store posters enticing more people to try the small but delicious Slyder burgers as a snack when they aren’t that hungry or just to add a Slyder burger to complete your order.

Describe the challenges and key objectives
The main objective in the brief was to entrench the fact that Chicken Licken Slyders were a perfect snack to have when you need to 'Fills lil' gaps'. The challenge was, using charm and humour, to get consumers’ attention in-store, in an already cluttered retail environment.

Describe how you arrived at the final design
To get the most out of the characters; we utilised a very stylistic form of illustration, bringing in real cues, with big accentuated features. Wallpaper backgrounds/textures complemented each illustration. The type and logos were shot photographically, while keeping a handmade crafted style with a badge, a brooch and (quite painfully) a beaded logo shrunk down to size for the posters. These created additional texture in each poster while adding a very African feel to the Ndebele poster.

Give some indication of how successful the outcome was in the market
The initial brief saw client needing a few posters for their flagship stores. However, after the great response received from these few posters from just a few weeks, including a boost in sales, the client implemented the posters in every one of their stores, all across South Africa.