Title	IT MAKES SENSE
Brand	PEPSICO
Product/Service	WALKERS CRISPS X KFC
Category	A05. Cinematography
Entrant	PEPSICO Reading, UNITED KINGDOM
Idea Creation	SIPS AND BITES Reading, UNITED KINGDOM
Production	SOMESUCH London, UNITED KINGDOM

Name	Company	Position
Andrew Jordan	Sips and Bites	Creative lead
Alex King	Sips and Bites	creative lead
Matt Watson	Sips and Bites	Creative
Charlotte Whittall	Sips and Bites	production
Tom McMahon	Sips and Bites	Design
Paul Stafford	Sips and Bites	Client management
Nancy Croix	Sips and Bites	Creative
Katherine Cook	PepsiCo	Marketing
Fernando Kahane	PepsiCo	Marketing
Ben Crawley	PepsiCo	Marketing

Write a short summary of what happens in the film

Gary Lineker, the ambassador of Walkers, goes on a journey which ends with him realising that he looks an awful lot like the face of KFC, Colonel Sanders. He just so happens to be eating KFC-flavoured Walkers at the time. Gary’s journey around the dark city streets takes him past a number of other KFC-meets-Walkers coincidences – a billboard being changed from one brand to the other, a pair of twins eating Walkers and KFC at the same time, TV channels that serendipitously line up to spell out the product. The grand finale sees Gary Lineker stopping in front of a white suit in a shop window. We finally realise something that’s been under our nose for years – Gary Lineker looks just like Colonel Sanders. It makes perfect sense – just like KFC-flavoured crisps.

Cultural / Context information for the jury

In the UK, Gary Lineker who is from Leicester, the home of Walkers has advertised Walkers crisps for decades. He is very much the ambassador of the brand. Bringing these two brands together and seeing Gary Lineker side by side with Colonel Sanders it’s undeniable – the hair, the goatee, the glasses. The similiarity makes perfect sense. And that’s exactly the thought we wanted to land in our film. We wanted to highlight those strange things in life that, despite being obvious, and right under our noses, take us ages to spot. And KFC-flavoured crisps is another.

Tell the jury anything relevant about the cinematography.

The key to making the film feel magical was in how we combined our scenarios – how we weaved them together in a way that felt motivated, not just randomly cut together. Aesthetically, our direction was ‘Peckham meets Bladerunner’ – gritty, filmic, neon. Our lighting approach aimed to achieve this through a juxtaposition between the darkness of our concrete surrounds and the sparse but dazzling neons that almost inform the camera’s direction. Neon strip lighting was installed at almost every step of the camera’s journey, lighting the way and complementing the aesthetic without ever becoming the main focal point. The grade was stylised to take reality a couple of degrees further – burnt oranges, reds, and white (in a nod to both brands) standing out amongst the darkness.