There’s a lot of teriyaki sauce out there. But only one that’s been to space. For this brand activation, we cooked a chicken in lower orbit with Soy Vay teriyaki sauce. But before we launched the chicken, we launched a website — complete with teaser videos talking about the “science” behind cooking a chicken in space. We followed up with a digital, DM and pre-roll campaign to raise awareness. It all culminated in a press event the day we sent the chicken to space via a military-grade weather balloon. Just like Felix Bumgarner, only tastier. It reached 110,000 feet and returned to earth fully cooked. Yes, we ate it. And yes, it was delicious.
Role: Art Director / Video Editor / Second shooter on production
Responsibilities: Art direct and design logo, website, social, banners, print collateral and email campaign. Shooter and editor of short from content.
A Pollo ‘13
SoyVay
Client:
It all started with a dream drawn on a piece of paper
Not only to go to space but to cook a chicken in space. The artist’s rending above was one of the first things to be committed to paper as we started to bring this idea to life.
Brand Exploration
It’s not a proper space mission without a legit seal. Taking inspiration from original NASA space missions we decided to design a seal with a similar look and feel while adding the absurdity of a chicken flying in space.
A Pollo ‘13 Web Experience
Months before the actually launch, we launched a website to intrigue and educate the user all about the once in a lifetime space feat we were going to embark on. From space down to the surface of the earth we told the story of how and why we were going to try and cook a chicken in space.
A Pollo ‘13 Event Marketing Materials
Weeks leading up to the event we started posting marketing materials around Nashville, Tennessee. The posters above were designed alongside other promotional materials to invite people to join us at the event to witness the consumption of a chicken cooked in space. The materials included OOH, postcards, social posts, food truck wraps, door hangers and the posters above.
Chicken (wrap) Chasers
After cooking a chicken in space we had to follow the crafts tracking beacon and retrieve the most sought after cooked chicken in the world (and space).
Mission Success!
The Soy Vay space capsule made it 110,000 feet into the stratosphere and the chicken whithin the capsule cooked and landed (somewhat) safely back on earth. I was one of the first people to taste it and let me say that it was… out of this world. Watch the short film to experience the adventure and witness how Soy Vay was the first to marinate and cook a chicken in space.
Watch as we launch and cook a chicken in space. Bet you’ve never tasted space chicken before.