Creative Circle Awards - Gold, Silver, 2 x Bronze

The fast food industry spends millions on food styling and food enjoyment shots, shot as commercials on the big screen. But more people spend more time on social than the big screen. 

So, we decided to let the people seduce one another instead. By creating a reason for them to do so. Best Biter Hire is a real job offer for someone who possesses the uncanny ability to incept cravings simply by the way they bite. We drew up a real contract worth $20,000, went on air, and even provided on-ground recording audition booths for what was probably the most diverse competition with literally anyone being qualified.

As auditions poured in socially, everyone ended up trying to tempt everyone else. And it worked. We hit an all-time high in UGC entries for KFC in Singapore, with over $17mil worth in paid media impressions and $39mil worth in PR value. Most of all, we sold over $2.9 million worth of fried chicken sales over a month.