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Chicken Licken

Games & Gamification

Gwijo Formations

client
Chicken Licken
CATEGORY
Games & Gamification
Project
Gwijo Formations

Overview

Gwijo Formations brought together the realms of music, culture, gaming, soccer, smart engineering, and the joy of devouring chicken in an exciting competition. The innovative concept revolved around integrating soccer formations that generate distinctive musical expressions in gwijo, the Xhosa tradition of communal singing.

This captivating ritual, based on call-and-response dynamics within a group, is traditionally used to rally support for one's favorite soccer team.

Approach

The objective was to kindle South Africa's soccer fervor by incorporating a familiar practice from soccer matches—singing gwijo. The campaign leveraged elements from the genre and Josè's unconventional strategies to establish a platform where individuals could experience a gwijo song inspired by football formations.

Results

Participation in the Gwijo Formations competition was straightforward for Chicken Licken enthusiasts. They only needed to make a purchase at any of the brand's stores, navigate to the campaign site, and craft a gwijo song using any formation or the last three digits of their purchase receipt.

work
work