KFC SO GOOD

When KFC transitioned from their iconic 'Finger Lickin' Good' tagline to 'So Good,' they needed a fresh TV and cinema commercial to reintroduce the brand and launch the new slogan. The brief was clear: create an ad that would rekindle the public's love for KFC. The idea for the commercial came to me based on the insight that scent and memory are deeply intertwined, more so than any other senses, with the power to transport people back in time.