We Left Scars!

THE BRIEF

They said:

“Shake the world without touching a logo.”

“Burn the idols without brand names.”

“Say everything by saying nothing.”

We took it personally.

This wasn’t a campaign.

It was an assassination.

A full-scale, frame-by-frame takedown of the three global fast food mascots who thought they were untouchable.

We didn’t come to sell meals.

We came to flip the table.

INSIGHT

The Age of the Ad is Over. This is the Era of Evidence.

We built this campaign on a deep cultural truth:

Consumers, especially Gen Z and millennials, now treat brand content like courtroom evidence. They trust leaks more than launches, screenshots more than slogans, and anonymous voices more than mascots.

“Audiences no longer believe what brands say. They believe what brands can’t deny.”

Why this insight matters:

• 71% of Gen Z say they research brands before engaging (McKinsey 2024)

• Only 22% of consumers believe ads reflect real values (Edelman 2023)

• #ExposingBrands and #BrandFail content has passed 4.1 billion views on TikTok

• Gen Z is 6x more likely to engage with suspicious or leaked content than with traditional campaigns (Meta 2023)

In this climate, we didn’t run an ad.

We launched an open case file.

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  • #BrandFail (2.2B views)

  • #ExposingBrands (1.6B views)

  • #TheTruthAboutIt (980M views)

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Trust doesn’t rise from charisma anymore.

It rises from conflict, curiosity, and confrontation.

We didn’t launch a message.

We launched a narrative void — and let the public fill it with meaning.

CHALLENGE

Destroy Icons Without Saying a Word

This was a war waged under creative silence.

Constraints:

• ❌ No product.

• ❌ No voiceover of our brand.

• ❌ No logo reveal.

• ❌ No selling language.

We weren’t allowed to market anything.

We had to make the market talk about us instead.

And we weren’t targeting just “customers.”

We were targeting the internet as a behavior engine.

What made this hard:

• These mascots have over 100 cumulative years of cultural goodwill.

• They own color codes, emotions, and rituals (the smile, the crown, the bucket).

• They’ve appeared in millions of family photos. Their downfall couldn’t be loud. It had to be surgical.

Our challenge wasn’t to advertise.

It was to turn a cultural constant into a criminal suspect — using nothing but suggestion.

STRATEGY

Weaponize Curiosity. Script Suspicion.

Let the Audience Finish the Sentence.

We structured the campaign like a psychological thriller:

“Start the story. Let the internet solve it.”

Each drop was crafted to trigger four predictable user behaviors:

1. Pause — “Wait, what did I just see?”

2. Zoom — “Is that who I think it is?”

3. Screenshot & Share — “Guys. GUYS.”

4. Investigate — “Who made this? What brand is behind it?”

We didn’t sell.

We baited decoding — and it worked.

Framework Used:

“U.I.A.” – Uncertainty, Identity, Accusation.

• Uncertainty: Is this real? Who’s behind it?

• Identity: I recognize these figures, but why are they in trouble?

• Accusation: This must be calling someone out. But it won’t say it.

We didn’t create an ad campaign.

We created a blank space with fingerprints on it — and watched the public turn it into a trial.

CREATIVE EXECUTION

We Didn’t Use AI. We Commanded It.

This campaign is a benchmark in AI-directed narrative realism.

Unlike campaigns that use AI for “style,” we used it to:

• Block scenes

• Control emotion

• Match character aging across frames

• Design silence that spoke volumes

AI Methodology:

Concept	DesignBot Creative GPT	Hand-staged composition refinement
Character Facial Sync	Custom Training Set	Manual pose iteration for emotional accuracy
Scene Animation	Google Veo 3 + Sora AI Video	Frame stitching & camera logic per sequence
Camera Behavior	Pika + VO3	Directed dolly, pan, zoom, POV logic
Lighting Environment	Custom GPT-4 Vision Prompt Chains	Scene-specific LUT logic
Voiceovers	ElevenLabs	Investigator character voice script writing

We produced more than 163 AI-controlled frames

every single one manually reviewed for:

• Eye direction

• Expression accuracy

• Continuity with previous chapters

• Silent narrative intensity

AI wasn’t the artist. It was the army.

THE EXECUTION

All of it was made using AI.

Yes — this campaign was designed, directed, lit, and emotionally calibrated using a blend of AI tools, human timing, and brutal consistency.

While the world still struggles to match two frames…

we stitched entire films.

With emotion. With continuity. With expression control.

And not a single “oops” pass.

Every glare. Every blink. Every broken mascot.

We forced AI to behave.

We made it serve the concept — not the other way around.

This isn’t a Netflix series.

This is our test run for what’s next.

MEDIA STRATEGY

We didn’t just place a billboard. We staged the confrontation right at the doorstep of the guilty ones.

This isn’t traditional media planning.

This is a public interrogation.

While they tried to hide behind logos and drive-thrus, we planted the truth beside their own neon signs.

Louder than jingles.

Bolder than branding.

A billboard that doesn’t advertise, it accuses.

THE ASSETS

• 15 cinematic micro-films showing:

  • Arrests in rainy streets

  • High-speed mascot chases

  • Evidence bag reveals

  • Mugshots with felony-level sadness

  • Lie detector interrogations so tense, the internet held its breath

  
  

• Original musical scores matched per character:

  • Heavy trap + sirens for the Clown

  • Southern blues guitar for the Colonel

  • Royal brass and tension strings for the King

  
  

• Fully AI-crafted cast with human-level expression and layered storytelling

• Scripted voiceovers with investigator mockery

• OOH posters and teaser visuals dropping like surveillance leaks

THE PAYOFF

We didn’t drop a campaign. We dropped a universe.

The public didn’t scroll.

They rewound.

Screenshotted.

Zoomed in.

Debated.

Guessed.

Accused.

And when they saw Jollibee visit the jail…

everything clicked.

It wasn’t just bold.

It was broadcast-free revenge.

It was brand warfare with no weapons but truth.

THE FINAL NOTE

WE NEVER SAID THEIR NAMES.

BUT THEY HEARD US.

We didn’t shout.

We whispered suspicion so loud it trended.

We didn’t promote.

We prosecuted.

We didn’t build a brand message.

We built a criminal case.

And when the visitor in red walked in —

the public understood the verdict.

This wasn’t bold.

This was brand warfare with no weapons but truth.

To the next brand hiding behind a mascot:

You’re not just late. You’re next.

Concept & execution by DesignBot | www.designbot.cloud

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