KFC came to us looking for a new concept and a complete repositioning — a new communication platform to open the brand's next chapter.
We made chicken a new way to enjoy and lose yourself, with the breading as the hero: "Regózalo" turns that crunchy coating into pure indulgence — a whole mountain of it to dive into, let go, and get lost in.
It rolled out across films: first a guy emerging from a mountain of chicken strips while a voice runs through 25 ways to describe the experience, then a crew sliding down a fully breaded slope — the joy of the fall standing in for the joy of the first bite. One word holding the whole brand essence: Regózalo.
