Gami Chicken is ‘The Unmissable Chicken’ in new brand platform via The Bureau + Unlisted Artists
In its new brand platform developed by The Bureau, Gami Chicken has launched ‘The Unmissable Chicken’: an all-singing, all-dancing K-pop icon that personifies the tastiest Korean chicken in Australia.
A taste bud riot is happening in a karaoke booth near you, and it is a mouth memory you won’t forget any time soon. The Unmissable Chicken has arrived to whip Aussies into a groove.
Gami’s ‘Unmissable Chicken’ brings 17 herbs mixed with seasoned chicken to deliver a savoury flavour of Korean spiciness, sweetness, and sourness in every piece. Everything is brought to life in an eye-popping feast for Australia’s hungry in the form of a razzle-dazzle music video and a K-pop-inspired tune to leave ears quivering with lip jealousy.
Alongside this karaoke hero is an outdoor activation made up of billboards and rock posters that brings ‘The Unmissable Chicken’ into visuality nationwide.
The Unmissable Chicken’ takes cues from Korean animae Hanguk aeni and is a nod to their booming K-POP music and culture scene with a twist. The tune and lyrics, along with high-sensory Korean anime-influenced visuals, are all metaphors for the feeling a serve of Gami provides. Along with brand statements like “Have an unmissable chicken moment” and “Try some zing different”, the campaign touches on the new cultural perspective Gami brings to any eating occasion.
‘The Unmissable Chicken is a little bit different and here to help us try something new and Bok convention. Equipped with a cheeky personality, there’s a sense of humour and feather ruffling that comes with the energy of this fun-loving personality.’
Says Ed Bechervaise, creative strategist and creative director, The Bureau: “I ate Gami once and my mind blurted out a brand platform creative strategy — it was that good. It really opens up the feeling of cultural difference in an incredibly tasty and irreverent way.”
Says Daniel Boi, CEO at The Bureau: “Gami is not just great chicken, they are a brilliant client. The entire process put a smile on my face and we are incredibly grateful to be given the opportunity to work with such a great brand and just a great bunch of individuals.”
Says Jun Lee, CEO, Gami: “We pride ourselves on our chicken, but we were looking for a more effective way to market it. And the Bureau brought us a great idea of ‘the Unmissable Chicken’. We are delighted to finally present why our chicken is ‘Unmissable’ in a much more fun and new dimension. Launching the Unmissable Chicken campaign with The Bureau Melbourne was indeed an ‘unmissable’ experience.”
Says Graham Pryor, executive producer from Unlisted Artists: “From the moment we received the brief, we knew this project would be a raucous good time and Gibbon (the director) certainly brought the party. Drawing inspiration from a gamut of cultural icons, Gibbon crafted a cavalcade of colour and vibrant visuals that are a real joy to watch. Gami Chicken and The Bureau were great collaborators that trusted Gibbon to bring this character to life. A cheeky hero that embodies everything that the brand stands for – great chicken with an attitude!”
The Unmissable Chicken can be seen and heard throughout Australian cities on digital, outdoor and radio, and can be enjoyed in Gami stores nationwide.
Gami Chicken
CEO/Founder: Jun Lee
Marketing Manager: Jinah Hong
Marketing Assistant: Hannah Kim
Creative Agency: The Bureau
CEO/Founder: Daniel Boi
Consulting Creative strategist: Ed Bechervaise
Consulting Creative Director: Ed Bechervaise
Songwriter: Rod Clausen
Brand Design: Daniel Boi
Retouching: Chris Erickson, Topic Visual
Animation Production: Unlisted Artists
Executive Producer: Graham Pryor
Project Producer: Sarah Poppitz
Director: Gibbon (Aggelos Papantoniou and Nikhil Markale)
Music Production: Upward Studios
Robert Upward
39 Comments
Brand platform? It’s not even an idea.
Actually love it
Cheer up. This is fresh
should have just had the chicken saying ‘bok bok bok’ for the whole song in my opinion
Bonkers
This is great
1000 of 1000 people walking past this would not know who this was or recognise the brand. Complete waste of money. Looks cool though.
with the sound of music.. i mean chicken..
Haters gonna hate.. Pretty cool work
Makes me want to eat this. Well done. Not so fresh in Asia, but definitely fresh here.
I love Gammi. The food, the brand, the service.
If I had never been before, I never would after seeing this. And honestly, this makes me want to go back less. I have never seen an ad for a restaurant that has left me less wanting to eat there.
Disagree. This is great. Different. Bit strange maybe, but grabs me, I’m not a Gami person, but maybe I will. After getting in on some of this weirdness.
And different stuff
Honestly good to see this kind of thing here. Congrats to all involved.
This food space is normally the same whiteys, eating with family ect
It’s without a quite impressive to see the opposite of that tbh. I would suggest this might be exactly what we need.
Lit
What kind of thing? Animation with no idea?
https://sacredland.org/wp-content/uploads/2017/10/Uluru-Media-Guidelines.pdf
P.S The Opera House will be in touch too!
4.11 No permits will be issued for advertising and promotion of motor vehicles, fashion,
food, drink, banking and investment, insurance, cleaning products, sporting
goods/activities, medical/health products, religion and religious events, camping
equipment, rural and urban industries, extreme sports, racing and other similar
products or services
Seems pretty evident to me.
Put some red rooster out to pasture and give us the next wrap ;P
Beer and fried chicken is fun, it’s not serious, it doesn’t need a big purpose driven brand platform, or even dare I say it, an idea. It’s a bit of fun madness that people will look at and maybe go, never heard of them, might check them out.
Punters don’t sit there going WhErEs ThE bIg iDeA??????
And I get the idea.. maybe I don’t spend enough nights at the agency to recognise some new culture when I see it.
I just wanna chug some chicken and beer. With a side of virtue signalling.
Unmissable chicken and beer – sounds like a great idea
Yeah guys, let’s not bother with creativity or originality anymore. ‘Punters will love it’ yeah? It’s loud and fun, you just don’t get it.
So you don’t want to make work punters will love?
If you think that spot lacks creativity and originality, please share some of your incredibly creative and original work to the group.
It’ll be ok, there’ll be more spec work on here soon.
I know what I’m getting. Chicken and beer 😂
I can’t wait to rush out from the office tonight and straight into my nearest (checks back to remember the name) Gami restaurant to spend all my money on chicken and beer.
As a singing chicken
What does Unmissable even mean as an idea?
Chicken
Stop defending your work here.
If you post it here, suffer the critique or soak up the glory.
Your insecurity is unbecoming.
Oh, and for what it’s worth – I think it’s really pretty work. Well crafted. Not sure it’ll entice viewers to become customers, but hey… it’s pretty.
The comments here are hilarious. Perhaps what we should really be asking is if the chicken actually crossed the road.
and watch this. Mmmmmm.
I’m high as a kite
I wonder if it comes with mushrooms
is this an RMIT assessment?