New Blood Entry — Fortune Tellers
Award: Yellow Pencil
Nando's & NCA / 2024
How can Nando's future-proof themselves for a generation who think the future is doomed? "Nando's Fortune Tellers" reminds younger generations that there are still good things to come, by providing them with classic Nando's fortunes i.e. your first date.
We love the craft behind the fortune teller aesthetic and particularly resonated with tarot cards. With a contemporary twist, we believe the tone and feel of these seamlessly fit within the Nando's brand. Additionally, with 77% of Gen Z considering themselves spiritual, this was a no-brainer.
We hope that the Nando's Fortune Teller campaign can provide Nando's with a long-lasting brand identity full of optimism and hope, for a generation that desperately needs it.
What did the judges have to say?
The Yellow Pencil winning work was inspired by a sense within the world that there is nothing to look forward to - the future is feeling bleak for many young people. But they realised that was a huge opportunity for Nando's to challenge that and make the future something that can be fun, involving and - through their craft and perspective - totally ownable by the brand.
Jonathan Kneebone, Founder & Writer/Director, The Glue Society Studios
I loved ID 1341 'Fortune Tellers' as it was so perfect, felt like the kind of team I'd hire. The presentation was so concise and fit to the brief to a T. The booth concept particularly impressed me, as it effectively appealed to both the younger and older segments of Gen Z by blending retro nostalgic and modern elements seamlessly.
Neeraja Raj, Director, Screenwriter & Animator, Nexus Studios London
Fortune Tellers - a unique idea that taps into a real audience insight both on a meaningful level and trend aspect. The idea was brilliantly executed and positioned the brand to have a role in the future for the target audience in a way that felt organic
Sophie Archer, Head of Brand Communications, Nandos
Fortune Tellers - This piece stood out because of the level of depth and sophistication in the response. It was crafted perfectly with a clear red thread throughout each execution. I can easily see Nando’s adopting this campaign and it translating across the different branches.
Jaël Makelemi, Creative Director & Illustrator, Nubi Collective
Taken from recording - 'The level of detail for every touchpoint and craft in the entire video was really well done. They took quite a serious Gen Z insight and turned it into something fun and in the Nando's tone of voice, flipping it in a refreshing and light way which is how the brand approaches everything they do. No notes - well done, a fantastic piece of work!'
Charlotte Prince, Creative Director, NCA
Taken from recording - 'Really well executed and created FOMO - it was exciting and tapped into trending topics whilst driving hope which Gen Z really need in this climate. Also a great utilising of talent to capture people's attention. Well done!
Shola West, Marketing & Partnerships Freelancer, Freelance
The Yellow Pencil winner 'Fortune Tellers' was a delight from beginning to end. Very creative, relevant, well thought out and just plain positive - in a time where the target audience in question is basically facing negativity on a daily basis.
Nimo Awil, Creative Director, Forsman & Bodenfors