“Escape to Nando’s”
D&AD | Brand | IMC | UK/IRE | Food
D&AD New Blood Wood Pencil winner, Nando’s

Team
Copywriters: Nick Bozzelli-Levine, Emma Roth
Art Director: Max Kim

Background
D&AD New Bloods is a portfolio competition for creative advertising students, offering “pencil” awards for speculative campaigns.
A South African chicken chain, Nando’s is an icon of the British High Street and a hangout spot for many young people.

Objective
Position Nando’s as the place for young people in the UK and Ireland.

Insight
A high amount of adult Gen Z in the UK and Ireland still live at home with their parents.

A snapchat filter allows you to “escape to Nando’s” from wherever you are.

Chicken prints in Nando’s-adjacent neighborhoods lead to a savory escape.


Execution
Whether struggling to afford rent on their own or searching for a full-time job, many young adults are still living in their parents’ house. As lovely as you think your parents are, living with mum and dad after secondary school can make daily life exhausting. Short of running away from home, Nando’s is the best getaway from overbearing parents. Because Nando's is more than a restaurant; it's an escape from reality. Now let’s get out of here.

We positioned Nando’s as a trusted friend, helping a pal out of a tough spot. Our tone was brash, snappy, and brutally honest, just like our audience.

We decided to use transit advertising as an obvious supplement to our “escapist” messaging. Additionally, a Snapchat filter and a TikTok video follow young adults beyond the sphere of public transportation.

Our campaign won a D&AD New Blood Wood pencil.
We were one of thirteen pencil winners selected from hundreds of applicants.

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