| Title | CITY |
| Brand | KFC |
| Product/Service | KFC DELIVERY AND DRIVE-THRU |
| Category |
D03. Print & Publishing |
|
Entrant
|
CORE Dublin, IRELAND
|
|
Idea Creation
|
CORE Dublin, IRELAND
|
|
Media Placement
|
CORE Dublin, IRELAND
|
Credits
| Liam Murphy |
Liam Murphy Photography |
Photographer |
| Stefano Cherubini |
Flux Retouching |
Retoucher |
| Leo Sloley |
KFC |
Marketing Lead Ireland |
| Patrick Daly |
Yoke Productions |
Production Manager |
| Nadia Karim |
Core |
Art Director |
| Conor McDevitt |
Core |
Copywriter |
| Liam Wielopolski |
Core |
ECD |
| Annie O'Neill |
Core |
Print Production Manager |
| Antaine Conway |
Zenith Media |
Strategy Director |
| Alan Barnwell |
Core |
Account Director |
| Jenny Dillon |
Core |
Account Manager |
Cultural / Context information for the jury
Over the past year, Ireland has endured one of the strictest COVID-related lockdowns in the world. With dine-in restaurants closed and strict travel restrictions in place, KFC urgently needed to promote their drive-thru and delivery offering.
In order to forge a closer connection with our Irish guests we needed to show that we are here for them whether they want to come and visit our drive-thrus, or have KFC delivered to their home. By using clever photography to turn three real Irish homes into drive-thrus we brought to life the joy of getting a take-away KFC, whilst we wait to re-open our restaurants for dining-in once restrictions are lifted.
Tell the jury about the photography. Do not name the photographer.
Our goal for this campaign was that each image would cause a double take – it’s a house, but it’s also a drive-thru.
To evoke the sense of a drive-thru at home, we used visual cues to reference a KFC cashier - like the headset that became an important item during this pandemic for remote workers – and further hints of a drive-thru on the building like the long wall, the bollards, and the second window.
We wanted to shoot in-camera with everything appearing as realistic as possible. We used continuous light instead of flash to give a filmic look and ensure each scene would appear less ‘lit’. We combined real light sources – lampposts, lights in the house; with elements found at a drive-thru – like car headlights.
The focus of each image is the delivery. We lit so the warmest illumination would emanate from the main window.