KFC faced a significant challenge in Africa: it wasn't well-known among the continent's youth. We needed to make KFC relevant and appealing to young Africans in a way that felt authentic and resonated with their diverse cultures and languages.
Recognising that NBA basketball has a massive following of over 109 million fans in Africa, we saw an opportunity. We created a dream team collaboration with the NBA to tap into this passion, refreshing our KFC brand assets and meal offerings in the process.
We launched an integrated campaign with over 400 assets, speaking the authentic language of the streets. Our presence spanned TV, radio, packaging, online content, social media, on-premises signage, internal communications, and NBA player endorsements. Our designs combined KFC's iconic style with the NBA's excitement, featuring a Pan-African look that resonated across different countries, all under the theme "Now We Balling."
Role: Designer
1 x Bronze
1 x Craft