Yoh, Chicken Licken on land, settlers & a side of amapantsula
Can South Africans rediscover their inner peace? In developing its latest ad campaign, Chicken Licken and agency Joe Public United asked where would it be nearly impossible to find inner peace and what would it look like if this place were, in fact, found?
The answer? A small town in the Wild Wild West, a place typically fraught with tension, but this time there’s something very different…
We see South African quirks play out in a Western setting by injecting a little bit of our saucy South Africa into the Wild Wes — and then placing a Chicken Licken restaurant right in the centre of it all, introducing and starring Bootless Bandit Durango.
“We wanted to take uniquely South African issues and spin a positive light on them,” says Xolisa Dyeshana, Joe Public chief creative officer, “by taking tensions points we all experience as South Africans and showing how the tension can dissipate when we all have inner peace, paralleling the unusual Western town with our own country.”
The integrated campaign has been launching ‘peace by peace’, starting from 25 July 2018, including five short films and a dedicated website set for 13 August, all of which will culminate in a full-length film.
Brand: Chicken Licken
Client: Chantal Sombonos van Tonder
Agency: Joe Public United
Group chief creative officer: Pepe Marais,
Chief creative officer: Xolisa Dyeshana
Creative director: Claudi Potter
Senior art director: KatlegoBaaitse
Senior copywriter: Sarah Forbes
Set art director:Kezia Eales
Digital agency: Joe Public Connect
Digital designer: Michael Cavalho
Digital designer: Katlego Phatlane
Digital creative director: Daryn Drake
Group account director: Amber Mackeurtan
Agency producer: Diane Cole
Cinematographer: Eugenio Galli
Film production: Plank Film Productions
Director: Peter Pohorsky
Producer: Ben Kaufman, Seamus Bax
Illustration: Jay Gordon
Sound production: Produce Sound — Louis Enslin
Post production: Deliverance Post Production
Editor: Gordon Midgley
Post facility: Bladeworks Post Production
Colourist: Pudding — Craig Simonetti
Credits updated at 11.28am on 2 August 2018.
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching soon!