BRIEF | Create a new KFC brand mini-series, this time with a techy innovation that will bring disruption to the normal habits of viewing content.
INSIGHT | Life is usually a mess. But on social media, it’s heavily curated. Many people long for the perfect Instagram life and care more about appearance than reality, more about followers rather than friends.
IDEA | Offer users the service of curating their Instagram so their life looks idyllic, along with presenting them a story about being your true self, rather than perfect - local KFC brand philosophy.
INNOVATION | Technology that allows real-time viewing of both the vertical perfect and horizontal realness + the first podcast of a character from a Romanian series.
The teasing began on Instagram, Facebook, Youtube and LP with launching a real social media image touch-up service, which sparked lots of controversy on the internet, with reactions like enthusiasm, curiosity, disapproval or acceptance.
Subsequently, the brand stated this "business" doesn’t really exist, thus launching the new series built around the side effects caused by social media. The main theme is the loss of verticality in the attempt of people to crop out everything that does not benefit horizontally, often forgetting to be real, #pebune.
Vertically perfect, horizontally real.
We launched on SPOTIFY Lia’s Journal, the first podcast of a Romanian series character. The recco was to be listened to in parallel with the series, to complete the experience with extra insights about the action. We built several narrative layers so that this podcast is a natural extension of the main character's story, not a parallel story.
