We creatives are always dictated by the client's brief or the agency's brief. This job however didn't have a brief, the brief was verbally only and it said: Do whatever you like! Thank God.
So, I did what i liked, and very surprisingly the client loved the idea! Mind you i had to do a lot of research before I started, like why Fakieh chickens are more healthy and how they are kept and, and, and. I hope you like the concept!