Chicken Licken ‘Feel the Fire’

Chicken Licken ‘Feel the Fire’ Digital Campaign Case Study

Loerie Awards 2024 – View Best of Film & Film Craft Showcase
Loerie Awards 2024 – View Best of Integrated Campaigns Showcase
Loerie Awards 2024 – View Best of Digital & Digital Craft Showcase

AWARDED
One Show 2024 – View showcase

D&AD 2024 – View showcase
Wood Pencil: Casting (Performance)

Loerie Awards 2024
Loeries Silver | Integrated Campaign
Loeries Bronze | Film: TV & Cinema Commercials – above 90s
Loeries Bronze | Digital: Co-creation & User Generated Content

ABOUT THE WORK
Chicken Licken ‘Feel the Fire’ – Chicken Licken is South Africa’s favourite chicken fast food brand. One of their key offerings is their Rock My Soul®️ chicken, known for its fiery flavour that lets consumers “Feel the Fire”.
Our brief was to create a memorable TV commercial in the brand’s usual humorous tone that would position Rock My Soul®️ chicken as the fiery flavour that lets you ‘Feel the Fire’.
The solution: to bring ‘Feel the Fire’ to life in a quirky and unexpected way for our audience, we looked at the common side effects of eating hot food.
For the first time, Chicken Licken went to Hollywood with the Rock My Soul®️ chicken as a secret weapon.

CREDITS
Brand: Chicken Licken
CMO or Marketing Director: Chantal Sombonos van Tonder

Agency: Joe Public
Regional Agency Group: Joe Public
Account Management: Kelly Bardon, Sonwabile Mkize
Agency Art Director: Lizandri Van De Merwe
Agency Managing Director: Mpume Ngobese, Khuthala Gala Holten
Agency Producer: Yash Raidu
Animation Company: Joe Motion
Animator: Jiri Miovsky, Dean Schreyer, Peter Phuenchomphu
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Creative Director: Jeanine Vermaak
Executive Creative Director: Martin Schlumpf
Media Planner/Strategist: Rene Fowler, Kelly Moses, Nicolas Whipp, Suraya Pillay, Tanya Schreuder
Writer: Pakamani Mancotywa

Digital Agency/Production Company: (Not an IDIDTHAT member)

Editing Company: (Not an IDIDTHAT member)

Film Production Company: Romance Films
Film Director: Greg Gray
Cinematography: Adam Bentel
Art Director/Stylist: Bridget Baker
Producer: Helena Woodfine, Shannon McDougall

Post Production Facility: Chocolate Tribe
VFX Operator: Jean du Plesis

Recording Studio: Pressure Cooker
Sound Designer: Kyle Koekemoer, Sergio Sa Cruz
Music Composer: Elben Schutte
Music Supervisor (licensed): James Matthes

Performance: Josias Moleele

Photographer: (Not an IDIDTHAT member)

Media Agency: (Not an IDIDTHAT member)

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