SUMMER OF COWS x CODE MOO
ACD — AD + DESIGNER
The Cows reflect the whimsical and playful side of Chick-fil-A. For the most consumers, we recognize them as the faces of our billboards and the lovable mascots inside the Restaurants. How can we expand our Cows even further? It's Summer 2023 and Circus Burger, the Cows’ nemesis,
is selling more burgers than ever before. The Cows need help and have issued a CODE MOO. They will stop at nothing to tell the world to EAT MOR CHIKIN and are enlisting their human friends to help spread their message. Chick-fil-A launches its first game, CODE MOO, where Chick-fil-A One Members can claim and redeem food rewards by helping the Cows stop Circus Burger. For 6-weeks, our teams partnered with various animation houses to create content to help drive the storyline and the game on social, .com, email, POP, and local in-Restaurant activations.
My involvement/role: Art direction, concept ideation, designer
Team: Bret Burkey (ACD-CW) + Wes Harsch (ACD-AD) + Motion Animals (animation partner) + Studio Zubio (animation partner) + BlinkInk (animation partner)
Video (above): Property of Chick-fil-A
My involvement/role: Art direction, concept ideation, designer
Team: Bret Burkey (ACD-CW) + Wes Harsch (ACD-AD) + Motion Animals (animation partner) + Studio Zubio (animation partner) + BlinkInk (animation partner)
Video (above): Property of Chick-fil-A
CIRCUS BURGER SOCIAL
Our first step to bringing the conflict between Chick-fil-A's cows with Circus Burger onto social and utilizing the platform to "enlist" our followers to help. Creating a small easter egg Circus Burger account, we were able to create and build the persona of Circus Burger. This, in conjunction with the running CTV spots and OOH takeovers, allowed us to expand the storyline that's consistent with the Code Moo game. This was also our first time utilizing AI in conjunction with stock photography to produce all the visuals for this account.
CHICK-FIL-A SOCIAL
The goal and strategy for our National Chick-fil-A social was to advocate for our Cow friends and inspire fans to join the mission (by playing Code Moo). Every week (for 6 weeks), we concepted and created content that helped remind fans on new riddle drops, give extra clues for the weekly game, and build the world of Code Moo. Below are a few of the highlights. For full stories and in-feed content, check out Chick-fil-A's Instagram profile. Assets were also utilized across local social channels as well.
We even got the opportunity to create a fun and engaging AR Snap lens where users can bring our hero cows into their environment. By doing so, fans are able to see the Cows up close and personal and easily click through to the URL where the game can be played.
CODE MOO POP
© 2024 LINDA FUNG. ALL WORK IS PROPERTY OF ITS RESPECTIVE BRANDS.