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

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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 Donovan Goliath|Graeme Jenner
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.

The Print Ad titled "Headgear" was done by Net#work BBDO Johannesburg advertising agency for Chicken Licken in South Africa. It was released in Jul 2010.