KFC Australia presents a love story – a beautifully choreographed ice-skating routine between a KFC Cook and a fried chicken drumstick, set to a reimagining of Rick Astley’s Never Gonna Give You Up. The moving dance, directed by EXIT’s Stefan Hunt, launches KFC’s new platform, Go Full Chicken, the first work by Special since the agency’s appointment earlier this year.

The idea behind Go Full Chicken is that great chicken comes from an obsessive commitment to doing things properly. It celebrates those who take chicken seriously – from the KFC cooks who prepare each piece by hand every day, to the dedicated fans who appreciate the extra effort.

KFC SOPAC chief marketing officer, Vanessa Rowed, stated, “Continuing to evolve and reinvent ourselves is part of our success story. Go Full Chicken is more than a campaign. It’s a belief that informs everything we do. It shines a light on the extraordinary care, craft and dedication that goes into our chicken, while giving us a powerful new platform to create entertaining work that is as iconic as our product and brand.”

Special co-CCO, Tom Martin, commented, “Every great brand platform starts with a truth. Go Full Chicken takes KFC’s obsession with doing chicken properly and turns it into a platform for bold, entertaining work…”

“And it lets KFC plant a flag in culture, because Go Full Chicken gives us permission to create a unique brand voice people genuinely want to spend time with,”  added and Julian Schreiber, Special co-CCO.

Special global partner, Cade Heyde, stated, “From our first conversations, it was clear we shared the same ambition for the brand. This is the first expression of that ambition, and the beginning of a partnership focused on building the next chapter of KFC’s cultural relevance.”

The campaign covers cinema, television and digital channels, marking the first expression of a platform that will extend across sponsorship, outdoor, social, influencer and Google experiences throughout the year. The Australian campaign coincides with a new visual identity for KFC globally, which was also launched today.

Credits:
Client: KFC Australia
Chief Marketing Officer: Vanessa Rowed
Marketing Director: Sabrina Douglas
Group Marketing Manager: Jessica Farahar
Brand Manager: Jordana Smith
Brand & Communications Manager: Gabby Hunt
Head of Media: Bridget Cooper
Media Manager: Christian Fox

Agency: Special 
CEOs & Partners: Lindsey Evans & Cade Heyde
CCOs & Partners: Tom Martin & Julian Schreiber
CSO & Partner: Dave Hartmann
Creatives: Gabe Woodmansey & Jono Aidney
Social Creatives: Harry Roth & Eliza Smith
Design Director: Dan Jones
Client Partner: Jaimee Kerr
Team Lead: Steffi Arbon
Business Director: Elliot Aitken & Annabelle Massera
Senior Strategist: Adelaide Day-Collett
Head of Print: Nick Lilley
National Head of Production: Tash Johnson
Senior Producer: Amanda Collins
Social Producer: Olivia Jeavons
Social Director: Harry Roth Finished Artist: Jennifer Bailey  

Film Production Company: EXIT
Managing Partner: Wilf Sweetland
Managing Partner: Declan Cahill 
Executive Producer: Leah Churchill-Brown
Head of Production: Jacquie Riley
Director: Stefan Hunt
Producer: Alice Grant
DoP: Campbell Brown
Choreographer: Vanessa Marion
Casting: Citizen Jane, Natalie Harvey

Editing: The Editors
Editor: Mark Burnett
Executive Producer: Nicoletta Rousianos 
Producer: Isabella Key
Grade: Fergus Rotherham
VFX & Online: Fin Design & Effects
VFX Supervisors: Mikey Brown & Rob Grbevski
VFX Producer: Isabelle Vitelli
Music Supervisor: Anton Trailer @ Trailer Media 
Music Composition & Re-Record: Mr Pape
Audio Production: Sonar Music
Executive Producer: Sophie Haydon
Audio Producer: Ellie Brandwood
Sound Design: Timothy Bridge & Andy Stewart
Media Agency: Essence Mediacom