Art Direction for Poster Advertising
Client Yum Restaurant Marketing Pvt. Ltd.
Brand KFC
Entrant Ogilvy & Mather
Brief In India, millions of underprivileged children look for food in trash cans and garbage piles, they live on leftovers. KFC launched a hunger initiative – Add Hope, and wanted to talk about it. KFC was providing a meal to underprivileged kids each time they sold a meal. They wanted a conversation around this initiative and if possible, invoke participation from people.
Scale & Location This pan-India campaign connected to people all over the country. The posters were put up at KFC restaurants across India.
Solution
 The poster design showed how one order can feed two people through a series of illustrations. Different characters of adults and kids and their combination made this design clever and intriguing. Also it explained the whole idea of the Add Hope initiative in a minimal fashion.
Insight People are aware of the problem of malnutrition, but are unable to help as they don’t know any of proper channels through which they can help the needy