I’ve recently been completely bowled over by quite an amazing piece of ‘on a shoe string’ work that has come from Leo Burnett Dubai. I’ve been harsh on the region in the past for a number of reasons but since following this campaign I’ve seen that great and fun ways of doing stuff can be born there.
The Client: Nando’s Chicken
The Brief: Bring awareness to Nando’s Chicken Kuwait in a saturated fast food/restaurant market
The idea: Create a character called Fred who is literally ‘dying’ to get in as a Nando’s chicken
Now I usually wouldn’t say that running around in a chicken suit is ground breaking work. However, what LB Dubai have done is have this character’s rant on his plight recorded and uploaded onto his blog:
There are mobile phone sound bites you can download, they filmed a music video etc and it’s all about how this chicken Fred is being discriminated by being denied to become a Nando’s chicken. Again, it’s not the kind of stuff I would follow but if you watch the clips you’ll actually find yourself pissing with laughter. It looks like the guys at LB were given zero budget, have an awesome sense of humour and decided to make the first ever Adland version of Jackass. The Facebook group has 923 members as I write and most of the Fred stuff can be found there and I strongly suggest you check it out for a giggle:
Is it effective, how do you measure it? Clearly something you’ll have to park when it comes to this campaign. I would say it’s less about looking at it with a critique hat on and more about looking at it and thinking wouldn’t that be a laugh to make.