KFC

Developing an interactive experience which combines the heritage of African storytelling, with packaging design that linked to built-in mobile technology. This reconnected families to one another as well as to KFC’s much loved family bucket meal.

Concept Development

Art Direction, Graphic Design
Project Management

Prototyping, Production Management

KFC wanted to reignite love for their flagship chicken offering, the iconic family bucket. The KFC bucket has always been about sharing and bringing people together. The brief was to find an innovative idea that could help families connect with each other, and their food, in a new and meaningful way.

Mealtimes are often disrupted by technology, so we found a way to use technology to bring families together. We took the iconic family bucket and turned it into suppertime theatre, by linking limited edition packaging with built-in mobile technology.

Limited edition bucket sleeves directed customers to a mobile app, where they could unlock 1 of 3 original suppertime stories. When placed face-down on the table, the phone’s proximity sensor automated the selected audio story, bringing the bucket to life with sound, light and vibration. Utilising the phone’s speaker, flashlight and vibration functions. As the audio played, the stories were animated by light projections that filtered through illustrated and laser cut bucket sleeves. Creating an interactive storytelling experience, aimed to bring families closer.

We combined the timeless art of storytelling, with a little innovation. Writing and recording original audio stories with important life lessons and developing bucket designs to complement each story. There is a rich, fertile legacy of folklore and storytelling in South Africa and we wanted to leverage this.

There were 3 buckets designs to collect and 3 stories to listen to, Why Hippo Doesn’t Eat Fish, Why Mosquito Buzzes in People’s Ears and Why Thunder and Lightning Live in the Sky.

We focused on story themes that aim to strengthen family bonds, speak to KFC brand intrinsics and unpack lessons that are relevant to the current temperature of the country.