We are a group of 5 students of London College of Communication.As part of our BA Creative Advertising Strategy,we had to create an ambient advertising company.This is how Roast Chicken came alive. Roast Chicken took Toby;our silhouette of a poverty stricken child and camped him outside one of London's most fashionable department stores to advertise Oxfam. The shadow of an impoverished child coupled with simple words 'I am hungry', grabbed a lot of attention, with passers by taking photographs and even throwing in money! We were pleased with the potential word of mouth advertising Toby generated. For example the snapshots on tourist's cameras are part of their experience of London. By taking the image back to their homes, we can potentially expand the advertisement globally. By targeting tourists and shoppers we went for the 'guilt factor'. While these people are splashing out on Gucci coats,we want to remind them that there are people in the world who simply cannot afford to survive.
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