#canadianwork

Recliner DC dir. Kelsey Larkin

Amnesty International - Change Your Vision

Agency: Cossette

DoorDash

For All of Us & The Forbidden Order

Director: Steve Ayson (Radke)

Kraft Heinz – The Walt Disney Company - Together at Last out of Rethink dir. Matt Baron

OLG - Maxxing

Skip, Skip Summer Value

KFC Canada - Good Cluckin' Deal out of Courage

Dir. Bruno Bossi (Spy Films)

Director of Photography Christophe Collette

Food Stylist Adele Shaw

Wardrobe Tania Martins

did CFC x Lenski

Hair and Makeup Shannon Burnett

Editor Chris Murphy

Casting Groundglass

The fast-food chain has launched ‘Good Cluckin’ Deal’, a new value platform created by Courage that aims to make promotional advertising feel "a little less promotional."

Created by Courage, the work is intended to challenge QSR value advertising, replacing familiar price-led messaging with an ownable, tongue-in-cheek expletive.

“Traditionally, QSR value platforms focus on proving value or creating cravings around a promotional offer,” explains Courage’s global co-chief creative officer, Joel Holtby. “But building a platform around a story – one with a memorable, sonic hook – is something unique in the Canadian market. At Courage, we love exploring creative ways to make a brand stand out, and this felt like the right opportunity to do just that.”

One of our favourite moments came during the LARPing scene, when our client suggested having someone hop on the hobbyhorse,” Joel adds. “It was instantly funny and ended up making the final cut. It really speaks to how collaborative and fun the entire process was on set, and that great ideas come from anywhere

Traditionally, KFC (and almost every QSR) treats value ads as tactical:

show chicken

show price

announce deal

end card

Here, the joke is the hero.

Instead of asking:

"How do we sell a $5.95 sandwich?" The promotion almost becomes the payoff to a comedy sketch instead of the reason the ad exists. Courage has explicitly said they wanted to make viewers laugh first and sell second.

Canadian Work

Day Ones, Plus Two for Tinder