Gold
Direct
Social Media
| Entrant: | Leo Burnett Chicago, Chicago |
| Brand: | KFC Corporation |
| Title: | "Fiiiiinger Lickin’ Good" |
| Corporate Name of Client: | Yum! Brands |
| Client Company: | Yum! Brands |
| Agency: | Leo Burnett Chicago, Chicago |
| Chief Creative Officer: | Britt Nolan |
| Executive Creative Director: | Dominick Maiolo |
| Creative Directors: | Sean Hannaway/Nick Howard/Nick Stoner |
| Associate Creative Directors: | Marlus Lau/Maicon Silveira |
| Agency Head of Production: | Ashley Geisheker |
| Agency Executive Producer: | Will St. Clair |
| Agency Senior Producer: | Christen James |
| Agency Project Manager: | Lori Kershaw |
| Agency Strategy Directors: | Jamie Kohler/Tori Ofenlock |
| Agency Account Executive: | Charissa Fort |
| Agency Senior Account Director: | Nickay Mckenziewade |
| Agency Account Director: | Mallory Paul |
| Production Company: | PXP Studios |
| Executive Producer: | Lauren Shawe |
| Producer: | Lauren O'Machel |
| Editors: | Luke Sloma/Steven Mach |
| Music Production Company: | Shutterstock |
| Retoucher: | Juan Carlos Montes |
Description:
After all, KFC’s tagline for over 70 years has been “It’s Finger Lickin’ Good.”
We didn’t have the budget for a photoshoot, so we turned to tech’s newest tool—AI. So, we turned AI’s biggest flaw into our advantage, by using AI to generate images with extra fingers that would need extra licking. We essentially hacked AI in a way only KFC could.
The “It’s Fiiiiiinger Lickin’ Good” campaign didn’t just make fun of how AI can’t generate the correct number of human fingers.
It invited consumers to generate their own images too. Our ads prompted people to use Meta’s new, free-to-use, AI tool to see just how many fingers they could generate.
We used Meta's new AI tool, Meta AI to generate our images. After testing hundreds of prompts, we managed to come up with 5, one for each flavor of our new Saucy Nuggets. Each prompt is able to generate hundreds of other images, all related to our new product. Our prompts were: /Imagine a Hand majestically Holding some glistening KFC Georgia Gold Saucy Nuggets /Imagine a Hand drenched in new KFC Nashville Hot Saucy Nuggets, every finger sauced. /imagine a hand holding new KFC sticky chicky saucy nuggets all fingers dripping in sauce /imagine a hand holding a clump of KFC Honey Sriracha Saucy Nuggets /imagine a hand holding KFC Korean BBQ Saucy Nuggets with every finger dripping in saucy goodness. We used the images and prompts to inspire people to make their own images through Meta AI.
Images were promoted on Instagram and facebook. Posters were put up in-store and OOH placements.
Generated Thousands of extra fingers Had 10.000 failures, at least. $0 budget Taught ourselves prompt engineering. Spent at least 5.000 hours generating fingers to help to fix meta AI. You’re welcome, Zuck!