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鸡肉 x光
案例简介：西班牙人越来越关心食物的质量和真实性，在 QSR 部门更是如此。肯德基需要找到一种快速简单的方法来展示其产品的真实性。 我们从深入分析人们对食品质量的主要担忧开始。 作为结论，我们确定了两个关键的见解: 1。“快餐鸡肉不是鸡肉，而是速食鸡肉意大利面。”其他竞争对手的鸡肉汉堡和掘金产生了直接影响我们产品的负面想法。 2。“添加的所有图片都被修改了。他们不是真实的。”人们知道广告中的视觉代码，并认为他们看到的是假的。 结论是，传达质量和真实性的最有效途径之一是科学地证明它。 我们联系了专家，这样他们就可以对肯德基的不同部分进行 x光检查。我们记录了这个过程，并将这些诊断测试转化为通信片段，使用广告牌作为灯箱。
鸡肉 x光
案例简介：Spanish people cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity. We started with a deep analysis of people’s main worries regarding food quality. As a conclusion, we identified two key insights: 1. “Fast food chicken is not chicken but rushed chicken pasta." Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affects our product. 2. “All pictures from the adds are modified. They are not real." People know the visual codes in ads and assume that what they see is fake. The conclusion was that one of the most effective paths to communicate quality and authenticity was proving it scientifically. We contacted specialists so that they could take radiographs of the different parts of KFC fried chicken. We documented the process and we turned these diagnostic tests into communication pieces, using the billboards as light boxes.
Chicken X-Rays
案例简介：西班牙人越来越关心食物的质量和真实性，在 QSR 部门更是如此。肯德基需要找到一种快速简单的方法来展示其产品的真实性。 我们从深入分析人们对食品质量的主要担忧开始。 作为结论，我们确定了两个关键的见解: 1。“快餐鸡肉不是鸡肉，而是速食鸡肉意大利面。”其他竞争对手的鸡肉汉堡和掘金产生了直接影响我们产品的负面想法。 2。“添加的所有图片都被修改了。他们不是真实的。”人们知道广告中的视觉代码，并认为他们看到的是假的。 结论是，传达质量和真实性的最有效途径之一是科学地证明它。 我们联系了专家，这样他们就可以对肯德基的不同部分进行 x光检查。我们记录了这个过程，并将这些诊断测试转化为通信片段，使用广告牌作为灯箱。
Chicken X-Rays
案例简介：Spanish people cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity. We started with a deep analysis of people’s main worries regarding food quality. As a conclusion, we identified two key insights: 1. “Fast food chicken is not chicken but rushed chicken pasta." Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affects our product. 2. “All pictures from the adds are modified. They are not real." People know the visual codes in ads and assume that what they see is fake. The conclusion was that one of the most effective paths to communicate quality and authenticity was proving it scientifically. We contacted specialists so that they could take radiographs of the different parts of KFC fried chicken. We documented the process and we turned these diagnostic tests into communication pieces, using the billboards as light boxes.
鸡肉 x光
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Chicken X-Rays
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Real Chicken *Real radiography made in Madrid on 5/30/18.
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