Art & Campaign Direction / Case one
KABO Fish & Chips · Dublin
KABO Fish & Chips · Dublin · The Seventh Piece
A brand campaign for a €10 chipper box — concept, art direction, copy, AI production and the paid media behind it. No shoot, no crew.
138
Phone calls to the shop
€3.58
Cost per call
43.9K
People reached on €494
The idea
A perfect, untouched box that nobody has ever seen.
01 · The Tension
Six pieces gone, one left, two hands stopped an inch short and neither committing. Nobody in the category shoots the end of the meal.
Direct on-camera flash
Stainless bench, already messy
Ran paid · 38 calls at €3.07 · best performer of the five
02 · The Device
The category reaches for flames. Snapping a piece open and letting the steam do the work is both more honest and more appetising.
Hands with a verb
No face above the nose
Ran paid · 29 calls at €3.37
03 · The Sensation
Cropping above the nose removes the model and leaves the sensation — heat, salt, the mess it makes of you.
Mouths and hands only
People unaware of the camera
Ran paid · 24 calls at €3.98
04 · The Texture
Shot at 1:1 so the crust reads as food someone has actually touched, rather than a product rendered to look edible.
Macro, evidence of use left in
Nothing cleaned up
Ran paid · 22 calls at €4.11
05 · The Sauce
“Order two boxes, save the friendship.” The sell sits inside the joke, so it never reads as a promotion — and it moved the highest-margin add-on.
Price appears once, small
As a docket line, never a starburst
Ran paid · 25 calls at €3.77
The set · 1080×1350
Every frame follows the same rulebook, so the set works as a campaign rather than five pictures of the same box.
01 · The Tension
Best38 calls · €3.07
02 · The Device
29 calls · €3.37
03 · The Sensation
24 calls · €3.98
04 · The Texture
22 calls · €4.11
05 · The Sauce
25 calls · €3.77
Paid media · Meta
Optimised for calls to the shop — not reach, not clicks. For a chipper that is the only metric that turns into money.
138
Calls
€3.58
Per call
€494
Total spend
43,891
Reach · 177,880 imps
2.79%
CTR · €0.25 CPC
| Ad | Spend | Calls | Cost per call | Link clicks | CTR |
|---|---|---|---|---|---|
| 01 · The Tension Winner | €116.73 | 38 | €3.07 | 1,458 | 3.41% |
| 02 · The Device | €97.68 | 29 | €3.37 | 1,057 | 2.92% |
| 03 · The Sensation | €95.42 | 24 | €3.98 | 866 | 2.61% |
| 04 · The Texture | €90.31 | 22 | €4.11 | 737 | 2.39% |
| 05 · The Sauce | €94.26 | 25 | €3.77 | 991 | 2.84% |
The rulebook
Written before a single frame was made, so every image had to earn its place against the same test.
A full, untouched box. Every frame is after someone has started.
Fire, a dragon, or sprayed steam. Heat is oil sheen and condensation.
A price starburst. Price appears once, small, as a docket line.
A model smiling at the lens. Hands, mouths, people unaware of the camera.
A clean surface. Stainless bench, car dashboard, knee, wall.
How I work
Tension, device, refusals, line, logo-off test. If it doesn’t hold on the page, no amount of production saves it.
Tension — the thing the category refuses to admit
Device — the repeatable way every frame is built
Refusals — what the campaign will never do
Line — one sentence that carries the whole idea
Logo-off test — cover the mark and it’s still unmistakably the brand
The result
138 calls to the shop at €3.58 each on €494 of spend, from a campaign built with no shoot, no crew and no location. Five hero frames, a motion reel and a docket-style identity system, all from a blank page.