Colonel Gifs.
Reaction GIFs of the Colonel. Flossing, dabbing, mic-dropping. Turned KFC's larrikin spirit into universal punctuation across the world's group chats.
GIFs are a universal language, used everywhere to celebrate, commiserate and tell stories about people's lives. Fried chicken is also universal. Almost every person on the planet has tasted some version of it. KFC Australia wanted to tap into both, and share a little bit of its larrikin spirit, without having to buy attention for it.
Reaction GIFs are not a marketing channel. They are punctuation. If the Colonel is a real character, he has to live where personality is currency, and the cost of entry is to be funnier than the GIFs already in someone's keyboard.
We built a library of Colonel GIFs tapping into search behaviours, real-time culture, and trending moments. The Colonel cheering on his favourite cricket teams, flossing, dabbing, mic-dropping, you name it. Quick turnarounds let us react in real time, on zero media. Then we put them on Giphy, where they could find people on their own.
Viewed over 300 million times across the world. Find them by searching 'colonel' on your GIF platform of choice. They're still there.
