CASE STUDY: “Eat Mor Chikin”

THE SITUATION

In the 1990s, Chick-fil-A only had an outdoor budget — no TV, no print, and digital didn’t exist yet. They wanted standout 3-D billboards. This is how a routine billboard assignment became something far bigger, taking a regional fast serve restaurant to a national icon.

THE INSIGHT

Billboards work best when they don’t behave like billboards. The message had to feel alive, unexpected, and impossible to ignore, with concepts easy enough to understand in under 3 seconds, as most vehicles travel from 55-75mph.

THE IDEA

Three rebellious cows hijack the sign to say one thing: “Eat Mor Chikin.” A cow-painted, misspelled plea for self preservation that felt fresh, funny, and instantly human.

THE WORK

Bold 3-D out-of-home: cows climbing, painting, dangling on ladders, leaving splattered paint and half-finished signs. America’s highways became the stage for the cows’ ongoing protest. As the campaign evolved along with advertising budgets, TV, radio and digital were added on.

THE IMPACT

• A 22-year brand platform, demonstrating cultural staying power
• Helped fuel national brand growth
• One of the most iconic campaigns in American advertising history

Exponent — Clarity From the Complex

EXPONENT

Clarity From the Complex

THE SITUATION

Exponent needed to stay top of mind for global brands while strengthening its internal identity—without a budget or paid advertising.

THE INSIGHT

Clients choose the partner who can bring clarity to complexity. Exponent didn’t need louder messaging—just clearer storytelling.

THE IDEA

Every communication becomes proof of the firm’s promise: “Clarity From the Complex.”

THE WORK

• Thought-leadership and practice videos

• Executive and CEO presentations

• Brand-consistent marketing collateral

• Upgraded internal storytelling and culture communications

• A disciplined visual + narrative system built on clarity and credibility

THE IMPACT

• Strengthened position with global brands

• Greater internal alignment and consistency

• Elevated storytelling that helps win engagements

• All achieved with zero media spend