Burger King's "Subservient Chicken" - five years on

Five years on from Burger King's "Subservient Chicken" website, Dan Calladine looks back at a groundbreaking online campaign.

Burger King's "Subservient Chicken" - five years on

Dan CalladineWARC Online

April 2009 marks the fifth birthday of a piece of online creative called Subservient Chicken, produced to publicise the Burger King TenderCrisp chicken sandwich.  The fastfood chain, which lets customers 'have it your way', wanted to produce something to communicate a sense of the user being in control. So the "Subservient Chicken" idea was born.  The campaign was created by Crispin, Porter + Bogusky and the Barbarian Group, and is still a benchmark in online creative work.Visitors to the Subservient Chickenwebsite see what looks like...

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