Winner: KFC and Weber Shandwick
Campaign: KFC Face from Space
The Mission:
Already a ubiquitous brand in such far-flung corners of the Earth as South Africa, the Czech Republic and Australia, KFC needed to communicate news of its new global logo the
world over.
The Hook:
Given the diverse and widespread nature of the target audience (any global citizen who enjoys fried chicken every now and then), communications execs would need one overarching
theme to which everyone could relate, regardless of culture or language. They teamed up with Weber Shandwick and started thinking big - really, really big. Like, intergalactic
big: The team gave the iconic Colonel Sanders a makeover with a fresh red apron. Then, they made him the first brand logo to be visible from outer space - the "Face from
Space."
Taking 'Global' to a New Stratosphere:
To accomplish such a daunting task and subsequently generate headline news and consumer buzz worldwide, the PR team needed to partner with organizations that could create the
necessary infrastructure: a production company to create the world's largest logo; a commercial satellite provider to take a photo of the logo from space; an IT company to convert
the image to allow viewers to zoom in; and a broadcast company to create and distribute B-roll globally.
Technical
Difficulties:
Needless to say, creating the "Face from Space" was a daunting task on multiple levels. All partnerships needed to be synched to pull off the initiatve, and visual content had
to be available to media and consumers, as translating verbal communications into dozens of languages would be cost-prohibitive. Digital platforms proved to be a crucial
solution; a Web site (facefromspace.com) and blog-friendly content created a viral effect, and the media inquiries started pouring in.
But challenges didn't end there: The team chose the Utah Salt Flats as the location for the massive logo, but freak flooding required them to move the site just two weeks
before the launch date.
Symbolic Solutions:
The team ended up moving the site to the border of Area 51 - the area legendary for extraterrestrial activity. This offered another offbeat angle for pitching media.
The Logo Seen 'Round the World:
When all was said and done, the campaign was an international hit. A combination of seamless communication and coordination among partners, a quirky idea and some quick
thinking resulted in a global media shockwave in both new and traditional media outlets. And, considering the multi-million-dollar price tag for sending any old thing into outer
space, the $500,000 glamour shot of Colonel Sanders' new look was money well spent. PRN