For the first time ever, South African fast food chain Chicken Licken® asked us to advertise their SoulSister® meal. For us, it felt like the perfect opportunity to replace the leads in much loved Chicken Licken ads of the past with strong female characters. Our take on 'soul sisters' was to highlight the friends, sisters, mothers and strangers who build up their fellow sisters when they need it most. But we did it in the quirky and humorous way Chicken Licken fans have come to love, in not 1 but 7 commercials, tackling every facet of a woman's life.
Inspired by the name of the meal, we conjured up surprising and amusing scenarios where a literal soul sister band unexpectedly showed up for women in need of a boost. Inspired by the likes of The Supremes, and together with award winning costume designers, we brought our sassy and soulful heroes to life in the most dazzling way.
We followed this up with a digital campaign aimed to spread the message of our Chicken Licken Soul Sisters across multiple platforms and encouraged consumers to take on the role of soul sisters in the lives of the women they love (and we also managed to boost the sales and engagement amongst female consumers in a record way at the same time).
Film 1 - Boardroom:
Film 2 - Bathroom:
Film 3 - Fitting Room:
Film 4 - Coming Out:
Film 5 - Supermarket:
Film 6 - Swimming Pool:
Film 7 - Dinnertime:
Using the charm and sass of our Soul Sisters, we embarked on a digital component of the campaign to amplify the message of women supporting women at the times when they needed it most, across multiple platforms.