KFC crisps up without tricks for the reopening of French cinemas.
For the reopening of French cinemas on 19 May, KFC supports the cinema by launching a new communication campaign that will make the 7th Art crisp. Through its film, KFC shows a professional film foley artist, dubbing scenes with the help of Tenders, burgers and other Boxmasters, without any faking.
To reward people who support movie theaters, by going back to the movies in the first days of their reopening, KFC offered them two of its famous Tenders on presentation of their ticket. The film has been of course broadcasted in cinemas as soon as they reopen.
Cultural / Context information for the jury
Due to the sanitary crisis, French movie theaters were closed for almost a whole year, bringing them to financial difficulties.
Tell the jury about the elements of sound design.
The objective of this campaign was to extend KFC's new brand platform, around the "crispy" and to encourage people to return to the dark rooms after the confinements. We worked in real conditions, with a real foley artist, in a Parisian studio.
He had to train and find the best products to make the dubbing believable: A wrap for Bruce Lee's crackling (thanks to the sound of breadcrumbs first and then crudités), tenders for footsteps in the snow (for a more muffled sound), the chewing of a Kentucky Burger for carts, light fangs in wings for the hatching of an egg (higher pitched sound than tenders).