Kentucky Fried Chicken (KFC): Kentucky Fried Chicken (KFC)

Credits & Description:

Client KFC BIRDLAND (HONG KONG) LTD
Product/Service KFC
Entrant OGILVY HONG KONG, HONG KONG
Idea Creation OGILVY HONG KONG, HONG KONG
Production ILLUSION Bangkok, THAILAND
Reed Collins Ogilvy Hong Kong Chief Creative Officer
John Koay Ogilvy Hong Kong Creative Director / Art Director
Matthew Nisbet Ogilvy Hong Kong Creative Director
Kai Fung Chan Ogilvy Hong Kong Associate Creative Director
Illusion, Bangkok Illusion, Bangkok Photographer / Illustrator
Stella Fung Ogilvy Hong Kong Account Manager
Jennifer To Ogilvy Hong Kong Project Manager
Published: April 2018
The Campaign
Made with chili and other sizzling spices, KFC's Hot & Spicy delivers a blast of fiery heat with every bite. It also has a crunchy coating with a texture and colour that is visually very similar to a real-life fireball. This visual duality became our idea.
Creative Execution
We created 3 ads where pieces of fried chicken seamlessly replaced fireballs in real-life photos - Space Shuttle, Dragster and Heroes - each bringing to life the product's fiery taste.
Indication Of How Successful The Outcome Was In The Market
The campaign quickly went viral, appearing on key Hong Kong websites before achieving global reach. It not only started positive conversations about KFC, but also boosted the brand's creative credentials.