THE BREAKTHROUGH BRIEFING: NOVEMBER 19

Welcome to the Breakthrough Briefing! We’ve collected our favourite campaigns from the previous week that all did something different and broke through the noise!

Chicken streetwear

KFC have created a line of streetwear. The brand is collaborating with Japanese fashion designer Nigo for fried chicken themed clothing.

The whole line is a based on Nigo’s Human Made brand, it features the Colonel shop jacket, 70s-style racing jackets, hoodies and t-shirts. Everything ranges from $20-$375.

KFC Nigo streetwear collection                (Image: Marketing Dive)

Nigo also visited the KFC headquarters in Louisville, Kentucky for some design inspiration. He’s will make an appearance at a pop-up in Manhattan where visitors will be able to buy the collection too.

The whole set looks great, definitely a stand out for brands and clothing collections. It’s a great chance for dedicated fans to have something a little more special from a brand such as KFC, and something lasting.

Iceland orangutan

You’ve probably heard by now that Iceland had their Christmas ad banned from TV for breaching political restrictions.

The relaunch of Greenpeace’s heartfelt animation was nice and garnered good press online, but we really love the second part of the campaign. Iceland have place animatronic orangutans around London who are ‘looking for their home’.

Animatronic orangutan Iceland                   (Image: Guardian)

It’s life-size and looks incredibly realistic so will definitely turn some heads! It’s been created by a team who have previously worked on films and TV shows such as Doctor Who and Sherlock.

After London, the orangutan will make its way around various Iceland stores as well.

We really love this idea and think it rounds off their ad really well. Although it’s not super Christmassy, it has the right positive sentiment for this time of year.

#BeTheException

New Balance have a new woman’s shoe and they’re looking for the most fashionable people to wear them.

They set up a launch event in Madrid and used AI software to pick out the best-dressed women on the street. The more brave and fashion-forward, the better.

Once picked, the people are transformed into the stars New Balance thinks they are. They get a paparazzi street shoot and then they’re escorted into the pop-up to receive a free pair of New Balance and interviewed by some top fashion influencers.

The AI software worked hard analysing 50 hours of street footage to be able to pick out the best dressed.

We really love this campaign idea. It’s original and a great way of connecting with women. We hope to see some more idea like this!

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