adobo magazine Issue 64 | Page 54

& PROMO ON I T A V I T AC TITLE: #OPTOUTSIDE AGENCY: VENEBLES BELL & PARTNERS SAN FRANCISCO CLIENT: REI R ADIO TITLE: THE EVERYMAN MEAL–CLAW THING AGENCY: OGILVY & MATHER JOHANNESBURG CLIENT: KFC M TITANIU Outdoor retailer REI believes that a life outside is a life well lived. Black Friday, America’s biggest shopping day, stood in stark contrast to this belief. That’s why on Black Friday 2015, REI took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently—by heading outside. The sad fact is that guys who like cocktails are afraid to admit it because they are branded unmanly. KFC is the great equaliser. Everyone from every walk of life can be found in a KFC store. So KFC Man Meals would like to challenge norms and conventions of what it means to be a man, as well as show you that every man can enjoy the wonderful taste of KFC Man Meals. July - August 2016 | adobo magazine 53