There is a chicken war going on where quick-serve restaurants are going head to head with their Crispy Chicken Sandwiches and McDonald's decided to step in the ring by making their own. 

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But when you're late to the game, you have to earn the hype. So, we took a page from streetwear and dropped the most sought-after hoodie in the chicken game by collaborating with the most sought-after producer, Tay Keith.

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Pringles was engineered to be a better chip.

But why compete against other chips when you can take on the real thing?

We also made a special edition vinyl that has a never-released beat produced by Tay Keith that was included with the hoodie - making the drop even more exclusive.

We created a streetwear inspired micro-site for the fans to purchase the drop.

The day of the launch, StockX and eBay blew up with people trying to re-sell the limited-edition drop.

ROI 3900%

Here were some of the initial design concepts that didn't go through but nonetheless deserve to be on stage.

CHKN Drop

Role: Concept, Art Director, & Designer

Copy: Alicia D'Agostino

Directors: Vincent Patton & Ananta Prayitno

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