Creativity thrives on bold ideas and this work is no exception. My partner is Kira Shugarova, with whom I dove into a creative journey.
Our creative project explores the concept of “double inauthenticity” through M&S’s Vegan No Chicken Kyiv. The product is “fake” in two ways: it’s neither from Kyiv nor contains chicken, which is our insight. Since we came up with the idea of double inauthenticity, we decided to challenge perceptions, suggesting that something artificial can still be enjoyable.
Our ads are aimed at young, trend-conscious consumers who are open to plant-based alternatives but may still be skeptical. The playful, provocative tone appeals to those who appreciate humor and irony in advertising, particularly millennials and Gen Z.
In E2 we spent more time identifying unique truths, which has led to more impactful storytelling. Also, E2 scripts now adhere strictly to the proper formatting guidelines, showing our progress in this area.
Each ad features images of surgically enhanced body parts, mirroring the idea of artificial perfection. The bold, capitalized white text contrasts sharply with the background, ensuring readability and impact. The focus is on suggestive imagery to grab attention, with a small product shot reinforcing the brand at the bottom corner. The direct and cheeky messaging makes it memorable.
To come up with the final result, we went through different ways to visualize our idea, from just showing chicken Kyiv to fake clothes, nails, and hair extensions. It ended up with an attempt to be provocative and be afraid to go in a controversial way.
Embracing paradox, we developed a provocative radio ad, which is more likely to be banned, but we still love it. It begins with the dramatic, loud women moanings” often believed by men to be real, are actually fake. This concept mirrors the product itself: a No Chicken Kyiv that is neither from Kyiv nor contains chicken. The male voiceover then delivers the punchline: “Fake can still be great. Just like M&S Vegan No Chicken Kyiv.” This witty and provocative approach reinforces the idea that authenticity isn’t always necessary for enjoyment, making the campaign both playful and thought-provoking.
The narrative is set in the everyday context of a young woman getting ready for a date, a scenario familiar to many and cleverly draws a parallel between personal enhancements (like makeup or padded (stuffed) bras) and the product’s “faux” nature. The energetic music maintains engagement in a short runtime, ensuring the ad is captivating. The sudden reveal of the product packaging accompanied by the tagline “Fake Can Still Be Great” creates a memorable “aha” moment that ties the storyline to the product in an impactful way.
When we received another task, we continued brainstorming to generate fresh ideas. Our goal was to stay aligned with the overarching theme of the campaign while pushing the boundaries even further to make a bolder statement. Provocative visual – a pair of artificial silicone breasts attached to the poster. The design immediately grabs attention. That is what we need. By associating the word “fake” with a traditionally negative connotation and flipping it into a positive statement, the ad cleverly positions the vegan product as a desirable and worthy alternative to the original. The tactile nature of the ad (with 3D elements) invites interaction, making it more than just a visual experience. This interactivity likely encourages conversation and social sharing, amplifying the campaign’s reach.