| Ad Stars 2018 | ||
|---|---|---|
| Social & Influencer | Product & Service: Foods | Bronze |
| Social & Influencer | Social Insight & Engagement: Real-time Response | Bronze |
| Media | Use of Media: Use of social in a media campaign | Bronze |
| Design | Product & Service: Foods | Crystal |
Client QSR Stores Sdn Bhd
Brand KFC
Agency: Reprise Malaysia
Executive Creative Director: Kevin Le, MUN
Creative Director: Amir Faiz, Stanley Clement
Copywriter: Kevin Le, Zahir Mazlan
Art Director: MUN, Amir Faiz, Izham Sofi
Illustrator: Shannon Chan
Senior Social Media Manager: Hajar Yusof
Senior Social Media Executive: Charmaine Boo
Client: Angelina Villanueva
Date: March 2018
Brief
With over 57% KFC staff being women, we wanted to celebrate them on International Women’s Day. But how do we join the voices of change without paying lip service as many brands tend to do, or courting controversy?
Solution
On International Women’s Day, we replaced the Colonel’s face with his wife’s, Claudia, who played an unsung yet significant role in the success of KFC – and shared her story across various touchpoints. It allowed a conservative country to celebrate our fairer, better, stronger selves. In the end, it was a simple logo takeover but the whole world noticed.