In 2014, KFC decided to bring back the infamous Double Down Burger. This time, it was the super spicy Hot Zinger Double Down, and they needed a digital campaign that helped the average Joe handle it like a main man. And so, a fully integrated campaign was born: Gerrie Power’s Guide to Handling a Hot Situation.

Awards

DMASA Assegai Awards 2014
Branded content
Silver

We kicked things off by telling people all about this monster of protein, letting them go on a “triple chicken expedition” for themselves: they could explore the burger from every angle and read about every ingredient. Some posh ad guys might call this an “interactive product experience”. 

Once they got their heads around that Hot Situation, we challenged them to handle a few more…

So we took them on an entire interactive adventure to a few of Gerrie’s favourite hotspots.

And here are some highlights:

Viewers could even decide how each scene unfolded, by choosing one of multiple endings – kinda like those Goosebumps books, but with more muscle.

Once they saw the pro at work, we challenged them to tell us how they’d handle different kinds of heat.

They even earned extra points if they could talk the talk using Gerrie Power’s Book of Words.

And if they felt like flexing their pecs along with Gerrie and his perfectly toned, oiled-up entourage, they could dabble in a one-on-one arm wrestling “sesh”. 

Gerrie was such a “lekker oke” that he was available on Instagram to give his young grasshoppers prizes along the way.

Agency: Ogilvy & Mather Johannesburg
Client: KFC
Executive Creative Director: Mariana O'Kelly
Creative Director: Mike Martin
Art Director: Sibusiso Sithole, Aldo Pulella, Michele De Iuliis
Copywriter: Terry McKenna, Tiffany Morris
Production House: TeamBest
Post: Mushroom Media