A.I.nything for the taste

With a bold and daring client, we created an integrated campaign showing the lengths some will go for the taste of KFC.

We tapped into everyday conversations, particularly the rise of AI, one of today’s hottest topics.

By riding this wave of relevance, we sparked discussion and gave South Africans a fun, light-hearted way

to engage with the tech. In the near future, when AI takes over, it won’t be our jobs it’s after it’ll be our fried chicken.

Meet K.A.I.I.A. (Kentucky AI Integrated Assistant) a taste-obsessed, emotionally unpredictable, fried-chicken-curious AI.

She doesn’t want to rule the world. She just wants a bite. And to get it, she chooses a human subject: Vuyo.

K.A.I.I.A. will do anything for the taste.

FIRST, WE INTRODUCED KAIIA to the WORLD with our brand film

https://ididthat.co/craft-award-results-july-2025/

To show the world through KAIIA’s eyes, we created KAIIA Vision, a first-of-its-kind in South African filmmaking. This cinematic style imagines how AI might see taste, smell, emotion and human interaction. Using a re-purposed Xbox LiDAR scanner with our main camera rig, we captured live-action data so every movement, depth and detail could be reinterpreted through KAIIA’s visual language

THEN SHE INFILTRATED EVERY SPACE SHE COULD FIND

SHE TOOK OVER THE BIG SCREEN

SEIZED control OF THE DRIVE-THRU SYSTEM

and took OVER the airwaves on LIVE radio

Traditional radio was also flighted on radio stations.

SHE BECAME THE FIRST OF HER KIND IN SOUTHern AFRICA

and SHOWED US JUST HOW KFC OBSESSED SHE REALLY WAS

KAIIA, our KFC-obsessed AI, generated a flood of wildly creative images — each one infused with her unmistakable love for KFC. From playful pop culture mash-ups to totally unexpected twists, no two creations were ever the same. Here’s just a taste of what she came up with.