Not For Human Consumption

PAPER creates pop culture by putting it through a counter culture lens. So, what do you get when PAPER joins forces with KFC? A recipe for success! As America's favorite fried chicken brand, KFC has managed to maintain its 'finger lickin' good' reputation for close to a century, they not only make fried chicken—heck, they practically invented it. Just like PAPER invented breaking the Internet, KFC continues to break brand culture with its innovative campaigns.

For New York Fashion Week, PAPER partnered with KFC to create one of the biggest viral campaigns of 2020. Featuring popular artist and fashion influencer, MLMA, PAPER and KFC launched KFC-branded Crocs, the world’s first deep fried fashion line.

Through an eccentric and editorialized lens, we concepted, directed and produced a campaign targeting Millennials and Gen-Z that consisted of a PAPER digital cover, alongside a high fashion, quirky video spot and a real-life disruptive publicity stunt staged during the NYFW show of renowned fashion designer, Christian Cowan.

Our 'Not For Human Consumption' campaign quickly garnered massive attention and virality, leaving fans hungry for more. The campaign racked up:

— Over 3M+ total video views
— 1M+ social media impressions
— Viral public sharing and celebrity pick-up
— Major features on E!, Good Morning America, Daily Mail & more
— The KFC Crocs sold out in a matter of minutes
— Kim Kardashian showed love on her Instagram
— Jimmy Fallon featured the spot on his late night show