This assignment all started with a typo.
Our professor called this assignment his “ugly baby” assignment. The premise was every team was assigned a brand and given a direction the client would like that brand to take. Our job was to determine if that was the correct direction, and then explain why or why not.
My team’s assignment said, “Chick-fil-A wants to join the multiverse.” We had a feeling that our professor meant to say Metaverse, but I encouraged my team to move forward with the multiverse instead since I believed that there was a lot of potential and fun to be had with the multiverse concept. We chose to move forward with the idea that Chick-fil-A should in fact join the multiverse.
The term multiverse describes the idea that millions of alternate universes exist outside of our own, with each having big and small differences from our universe.
This assignment was inspired by the movie Everything, Everywhere, All at Once, which presents these alternate universes in both silly and serious ways. It also showcased optimistic nihilism, or the believe that life doesn’t have an underlying purpose— but that’s a good thing!
If life has no underlying purpose then there is the freedom to discover yourself in anyway you like. That’s the energy that we carried throughout this project.
WHAT IF CHICK-FIL-A EXISTED IN WHATEVER WAY MADE YOU HAPPIEST?
Infinite forms of existence for Chick-fil-A
Infinite creative executions
Infinite ways to make someone happy
Access to everyone’s hearts
Targeting all different types of people
Acknowledging the downfall
Pushing beyond who you think Chick-fil-A is
Pushing beyond who you think you are
Pushing beyond what you think you can be
Imagine a Chick-fil-A that is only open on Sundays.
Imagine a Chick-fil-A that sells beef.
Imagine a Chick-fil-A where it’s not the employees’ pleasure.
Addressing the stigma that haunts Chick-fil-A due to their previous religious and homophobic affiliations
Presenting a multifaceted Chick-fil-A that’s never been seen before
Reaching a more diverse customer base
Research by Numerator revealed that Chick-fil-A’s current current customers are typically white Gen-Xers
To make this happen, we came up with three different pillars:
WHAT IF CHICK-FIL-A WAS RUN BY THE DEVIL?
Very exclusive.
What is the multiverse?
Yes, Chick-fil-A should join the multiverse. But why?
WHAT DOES THIS LOOK LIKE?
Beef-fil-A perhaps.
And they’re not afraid to let you know that.
WHAT PROBLEM IS THIS SOLVING?
If Chick-fil-A is closed on Sundays, then people who want their chicken on Sunday aren’t being served. People who love to eat beef aren’t going to have their needs met by Chick-fil-A as it exists in this universe. As for the Chick-fil-A employees, why don’t we create a Chick-fil-A where they can honestly express how they feel?
Currently, we believe Chick-fil-A’s biggest problem is its negative reputation due to their previous homophobic affiliations. How can joining the multiverse solve that problem? Well…what if Chick-fil-A was run by the devil?