double down on the double down
kentucky fried chicken
After a decade-long hiatus, the Double Down was making its big return to KFC.
“What’s the Double Down,” you ask?
Well it’s a sandwich kind of. Except instead of bread, the buns are made of fried chicken.
We recognized the absurdity of that build and wanted to double down on it (🤪) for the campaign.
We made our own version of Major Lazer’s ‘Bubble Butt’ to use across the rollout, remixing the lyrics to list off the Double Down’s ingredients.
On paid social, we wanted the ads to feel to feel like a more internet-first version of absurdity; like a TikTok you stumble across when it only has 1 like and you wonder how tf the algorithm decided it was for you (in a good way.)
We made a ton of organic, too.
Agency: MullenLowe
Role: Copywriter, Social
GCD: Enrique Camacho
Creative Directors: Kelly Nichols, Pat Harrington
Art Director: Jessica Navarrette
Role: Copywriter, Social
GCD: Enrique Camacho
Creative Directors: Kelly Nichols, Pat Harrington
Art Director: Jessica Navarrette