Brief Explanation

The objectives are three fold: 1) Leave an immediate and dramatic yet lasting impression 2) To communicate the agency's approach to ideas ie. brave, innovative ideas. 3) to keep to a miniscule production budget. The challenge was to make the "dead chicken in a body bag" idea acceptable and not morbid or frowned upon.

The Brief

In a attempt to shift the client's mindset and traditional approach to advertising, the agency was tasked with developing a communication device that would effectively nudge the clients to be brave and accept new and daring ideas.

How the final design was conceived

The agency has adopted the philosophy and tag line of "Be Brave". And in line with this, we have positioned the agency as one that would kill the chicken inside our clients. A body bag with a dead stuffed chicken was created. The chicken (which ultimately became the agency' mascot) was designed from scratch and made lovable rather than grotesque. The black body bag came with a message printed with our message to kill the chicken inside you.

Indication of how successful the outcome was in the market

We discovered that all clients inherently want to do creative work and stand out. The clients that received our mailer began to understand that they must be brave to do so. Soon, comments went from "Oh, I don't think we're ready for that." to "Okay, we'll try it." The impact of the self promotion is spreading as clients have been talking about our "brave" philosophy to their industry peers. And the agency has been successfully receiving requests for credential presentations and invitations to pitch.