Rethinking Chicken

At FCB my challenge was to straddle a number of traditional role. I led a creative. I led the entire digital development team and I was asked to help out with strategic thinking on many accounts. This project is one of my favorites because I got to do it all at once.

This project required that I bring together technical teams, strategists, and creatives to not only talk but to truly understand what need to happen. This system helped reframe all subsequent discussions with the client and it helped all of the teams understand how their work could influence other departments and be strengthened by the thinking of others.

To understand the decision dynamics of KFC we had to rethink all of the times, places and beliefs that surround each lunch or dinner decision. This system laid out more than just creative pieces, it accounted for media behaviors and multi-channel behaviors.