The world is in need of soul. That was the starting point for Chicken Licken’s ‘#SoulFood2TheWorld’ campaign, which began with the slightly audacious suggestion that global soul levels are running dangerously low, and that South Africa might be uniquely qualified to intervene. If Soul Food® is what the brand sells, then why not export it? Why not flip the usual narrative and position Mzansi not as the recipient of aid, but as the provider? High time, we say! So, we got some of the creators of the campaign from Joe Public and 7Films in a room to find out how they made this work happen.