For the release of the documentary Super Size Me 2: Holy Chicken! advertising agency Humanaut and Director Morgan Spurlock will open a fast-food chicken restaurant in New York from Sept. 11 to Sept. 22 to feed patrons while educating them on its “natural, free-range, hormone-free chicken sandwiches.”
But therein lies the rub. The original Super Size Me took McDonald’s to task for upselling bigger, cheaper burgers to a consumer market that was indexing higher for obesity, diabetes and other health issues. Since then, and partly in response to that film, McDonald’s and other fast food brands have turned to marketing their menu items as healthier, fresher and more sustainable. Enter Holy Chicken!, where Spurlock keeps after the corporate food giants and takes aim at this whole new wave of marketing tricks. Holy Chicken! is billed as “a fast-food brand that just tells the truth.” The film opens in New York City and Los Angeles on September 6. Spurlock will appear at the shop on Wednesday, Sept. 11 at 11 a.m.
Humanaut built the Holy Chicken! brand featured in the documentary as well as all assets for the pop-up shop, from the cartoon chicken mascot and the Instagram-friendly décor to the artful explanations of the adspeak to the design of all cups, signs, tray liners and other collateral. The shop’s founders, David Littlejohn and Andrew Clark, are featured in the film as Morgan’s insider guide to the “health halo” created by food marketers.
Integrated advertisement created by Humanaut, United States for Holy Chicken, within the category: Food.
Chief Creative Officer: David Littlejohn
Chief Strategist: Andrew Clark
Creative Advisor: Alex Bogusky
Copywriters: David Littlejohn, Andrew Clark, Andy Pearson, Liza Behles
Design Director: Stephanie Gelabert
Art Director: Bethany Maxfield
Designers: Carrie Warren, Coleson Amon, Guillermo Casanova, Bryan Denman
Illustrators: Bethany Maxfield, Coleson Amon, Caroline Jewell
Typographer: Alana Questell
Account Supervisor: Elizabeth Cates
Project Manager: Hannah Chandler