इंस्टाग्राम स्टोरी व्यूअर

🤿 Highdive Deep Dive: KFC "KENTUCKY FRIED COMEBACK"

@kfc's sales had been declining for six years. The brief: reposition a heritage brand in a category it invented. The answer: stop smiling and get serious.

We did a lot of things, but here are three of them:

1️⃣ We gave bland the bird – the Colonel changed his tune, and people noticed. The campaign became three interconnected ideas, each stranger and more ambitious than the last.

2️⃣ "Obsession" – a brand film so meticulously crafted that viewers spent an average of eight minutes inside it, decoding morse code, binary, and ciphers hidden in the frames. Voluntarily.

3️⃣ "11 Secrets" – a digital game built around KFC's secret recipe, with real cryptographic puzzles and a mystery so deep it earned a Webby Winner and three People's Voice Awards.

And underneath it all: The Kentucky Fried Comeback. 🔥🔥🔥 A repositioning that reversed a multi-year sales slide. Q3 2025: KFC's first positive sales quarter since 2023. A record breaking digital sales week at launch. 4.5 billion earned media impressions. This is what happens when a brief is treated as a creative dare. 😎

Recognition across the platform:
🏆 ANA Reggie Awards — Silver
🏆 D&AD — Graphite Pencil
🏆 Webby Awards — Winner + 3x People's Voice
🏆 SHOTS Awards — Gold · Bronze · Shortlist
🏆 One Show — 2x Merit · 2x Shortlist
🏆 Effie Awards — Finalist
🏆 Shorty Awards — Finalist
🏆 AICP — 2x Shortlist (Show + Post) · 2x NEXT Shortlist
🏆 CAF Addys — 2x Gold · 3x Silver
🏆 AAF Addys — 2x Gold · 1x Silver

#kfc #obsession #craft #advertising #creativity #film

They say never meet your heroes. So meet our superheroes. 🤝

@jeep @marvelstudios #jeep #marvelstudios #client

🤿 Highdive Deep Dive: MENTOS “RE-FRESHMAKER”

A small budget. A 30-year-old jingle. And a generation that had written Mentos off as their grandma's candy.

We took the original Freshmaker jingle, ran it through social listening, and with the help of Carter Vail, rewrote it (nine times) for every absurd, relatable problem Gen Z actually faces. Each one ended with the most honest tagline in advertising: "we can't help you, but we can give you Mentos."

That's the Re-Freshmaker. Nine TikToks later…

40M+ TikTok views → +15 pts Gen Z consideration → +15.8 pts awareness → +12% rate of sales

And the industry noticed:
🏆 ANA Reggie Awards — Gold (Social or Mobile)
🏆 The Webby Awards — Finalist (Best Original Music / Music Supervision)
🏆 The One Show — Bronze Pencil (Use of Humor) + Merit (Best Use of TikTok)
🏆 CAF Awards — Gold (Social Media Campaign) + Gold (Music Campaign)

Big creative doesn't require big spending. It requires the right insight, the right partner, and the willingness to be a little weird.

#mentos #refreshmaker #creative #advertising #tiktok #genz

“At the end of the day, we’re selling stories. Simple, sticky stories have an uncanny way of surviving the corporate gauntlet and getting to breakthrough creative.”

Alex Cacioppo breaks down what that looks like in practice in his @lbbonline feature – from his all-time favorite briefs to the one question every strategist should be asking. You won’t want to miss this one! 🤩👏

Check out the full feature through the link in our story!

Some people wait patiently for their favorite sub to return. Danny DeVito froze himself until it happened.

Proud to launch the return of the Chicken Salad Sub for @jerseymikes 🥶🥪 #client

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Two familiar faces at the @google I/O developer conference this week… 😎📱🚀

1986 Studios VFX Supervisor Randy McEntee, and Highdive Creative Director Ben Doessel, were part of the first agency creative group to ever be invited directly as Google's guests to attend both Google IO and Google Marketing Live.

We hate to show off, but really, what an honor to have had two of our own invited to learn about the most cutting edge innovations, straight out of the kitchen doors. Everything from 24/7 AI agents, Google Omni bringing edits to AI video, a search bar that finally talks back. The next wave of craft tools won't wait around and neither will we.

In other words, the brief keeps getting more ambitious. So do we. LET'S GO!! 🔥💯🤝

#google #marketing #ai #innovation #advertising #creativity #agencylife

Four ANA Reggie Awards, four different definitions of effectiveness. 👏 We’re proud to make work that moves masses and wins in so many ways! 🤩

Thank you to everyone who poured their time and effort into all of this incredible work 🧡

🥇 @mentos “Re-Freshmaker”
🥈 @kfc “Kentucky Fried Comeback”
🥈 @jerseymikes “It’s a Jersey Mike’s Thing.”
🥉 @statefarm “From The Logo”

Four ANA Reggie Awards, four different definitions of effectiveness. 👏 We’re proud to make work that moves masses and wins in so many ways! 🤩

Thank you to everyone who poured their time and effort into all of this incredible work 🧡

🥇 @mentos “Re-Freshmaker”
🥈 @kfc “Kentucky Fried Comeback”
🥈 @jerseymikes “It’s a Jersey Mike’s Thing.”
🥉 @statefarm “From The Logo”

Four ANA Reggie Awards, four different definitions of effectiveness. 👏 We’re proud to make work that moves masses and wins in so many ways! 🤩

Thank you to everyone who poured their time and effort into all of this incredible work 🧡

🥇 @mentos “Re-Freshmaker”
🥈 @kfc “Kentucky Fried Comeback”
🥈 @jerseymikes “It’s a Jersey Mike’s Thing.”
🥉 @statefarm “From The Logo”

Four ANA Reggie Awards, four different definitions of effectiveness. 👏 We’re proud to make work that moves masses and wins in so many ways! 🤩

Thank you to everyone who poured their time and effort into all of this incredible work 🧡

🥇 @mentos “Re-Freshmaker”
🥈 @kfc “Kentucky Fried Comeback”
🥈 @jerseymikes “It’s a Jersey Mike’s Thing.”
🥉 @statefarm “From The Logo”

Four ANA Reggie Awards, four different definitions of effectiveness. 👏 We’re proud to make work that moves masses and wins in so many ways! 🤩

Thank you to everyone who poured their time and effort into all of this incredible work 🧡

🥇 @mentos “Re-Freshmaker”
🥈 @kfc “Kentucky Fried Comeback”
🥈 @jerseymikes “It’s a Jersey Mike’s Thing.”
🥉 @statefarm “From The Logo”

Huge congratulations to @kfc’s “Obsession” film production partners, who have earned a graphite pencil at the @d_and_ad Awards for Visual Effects / Colour Grading. The Kentucky Fried Comeback continues!! @the.trafik ✏️🔥🍗

Check out the winning submission through the link in our story!

We couldn’t afford AI to make this @buzzballz ad, but we had an old camcorder, our friend’s basement, and @timanderic 🔮📹💥 #client

Not every SUV spot makes people laugh. This one did. 😎

Last night’s @shortyawards ended with yet another award for the @jeep team 🚙✨

Check out our winning submission through the link in our story!

21 awards. No, that’s not a typo.

Last Friday at the @chicagoadfed / @aafnational Addy Awards, Highdive showed up and showed OUT. Beyond grateful for the talent, the work, and every person who poured into each of these winning projects. 🏆✨

@kfc “Obsession”: 2 Golds, 3 Silvers
@mentos “Re-Freshmaker”: 2 Golds
@nhl “The Great 8”: 4 Silvers
@statefarm “Batman vs. Bateman”: 3 Silvers
@jeep Grand Wagoneer "Family SUV": 3 Silvers
@jeep Grand Cherokee "Wild Thoughts": 2 Silvers
@lays “Little Farmer”: 1 Silver
@chicagovoyagers “Future Voyagers”: 1 Silver

21 awards. No, that’s not a typo.

Last Friday at the @chicagoadfed / @aafnational Addy Awards, Highdive showed up and showed OUT. Beyond grateful for the talent, the work, and every person who poured into each of these winning projects. 🏆✨

@kfc “Obsession”: 2 Golds, 3 Silvers
@mentos “Re-Freshmaker”: 2 Golds
@nhl “The Great 8”: 4 Silvers
@statefarm “Batman vs. Bateman”: 3 Silvers
@jeep Grand Wagoneer "Family SUV": 3 Silvers
@jeep Grand Cherokee "Wild Thoughts": 2 Silvers
@lays “Little Farmer”: 1 Silver
@chicagovoyagers “Future Voyagers”: 1 Silver

21 awards. No, that’s not a typo.

Last Friday at the @chicagoadfed / @aafnational Addy Awards, Highdive showed up and showed OUT. Beyond grateful for the talent, the work, and every person who poured into each of these winning projects. 🏆✨

@kfc “Obsession”: 2 Golds, 3 Silvers
@mentos “Re-Freshmaker”: 2 Golds
@nhl “The Great 8”: 4 Silvers
@statefarm “Batman vs. Bateman”: 3 Silvers
@jeep Grand Wagoneer "Family SUV": 3 Silvers
@jeep Grand Cherokee "Wild Thoughts": 2 Silvers
@lays “Little Farmer”: 1 Silver
@chicagovoyagers “Future Voyagers”: 1 Silver

21 awards. No, that’s not a typo.

Last Friday at the @chicagoadfed / @aafnational Addy Awards, Highdive showed up and showed OUT. Beyond grateful for the talent, the work, and every person who poured into each of these winning projects. 🏆✨

@kfc “Obsession”: 2 Golds, 3 Silvers
@mentos “Re-Freshmaker”: 2 Golds
@nhl “The Great 8”: 4 Silvers
@statefarm “Batman vs. Bateman”: 3 Silvers
@jeep Grand Wagoneer "Family SUV": 3 Silvers
@jeep Grand Cherokee "Wild Thoughts": 2 Silvers
@lays “Little Farmer”: 1 Silver
@chicagovoyagers “Future Voyagers”: 1 Silver

21 awards. No, that’s not a typo.

Last Friday at the @chicagoadfed / @aafnational Addy Awards, Highdive showed up and showed OUT. Beyond grateful for the talent, the work, and every person who poured into each of these winning projects. 🏆✨

@kfc “Obsession”: 2 Golds, 3 Silvers
@mentos “Re-Freshmaker”: 2 Golds
@nhl “The Great 8”: 4 Silvers
@statefarm “Batman vs. Bateman”: 3 Silvers
@jeep Grand Wagoneer "Family SUV": 3 Silvers
@jeep Grand Cherokee "Wild Thoughts": 2 Silvers
@lays “Little Farmer”: 1 Silver
@chicagovoyagers “Future Voyagers”: 1 Silver

Turns out we're pretty funny. 😉 Huge thank you to @theoneshowawards for three pencils for humor! #TheOneClubforCreativity

✏️ @statefarm "Batman vs. Bateman” 🦇
✏️ @mentos "Re-Freshmaker" 🍬
✏️ @jeep "Billy Goes to the River” 🐟

Turns out we're pretty funny. 😉 Huge thank you to @theoneshowawards for three pencils for humor! #TheOneClubforCreativity

✏️ @statefarm "Batman vs. Bateman” 🦇
✏️ @mentos "Re-Freshmaker" 🍬
✏️ @jeep "Billy Goes to the River” 🐟

Turns out we're pretty funny. 😉 Huge thank you to @theoneshowawards for three pencils for humor! #TheOneClubforCreativity

✏️ @statefarm "Batman vs. Bateman” 🦇
✏️ @mentos "Re-Freshmaker" 🍬
✏️ @jeep "Billy Goes to the River” 🐟

Turns out we're pretty funny. 😉 Huge thank you to @theoneshowawards for three pencils for humor! #TheOneClubforCreativity

✏️ @statefarm "Batman vs. Bateman” 🦇
✏️ @mentos "Re-Freshmaker" 🍬
✏️ @jeep "Billy Goes to the River” 🐟