Brand | KFC |
Product/Service | KFC |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Brand Collateral |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Production
|
VISUAL WORKS Ras al Khaimah, UNITED ARAB EMIRATES
|
Production 2
|
BKP MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Background
KFC is D-E-LI-CIOUS, fun and super casual. For decades, we have celebrated how cool eating with your hands is, but in 2020, ‘Finger licking good’ was not ‘good’ anymore. So, by utilizing a special ink-resistant tissue paper that’s strong enough to wipe away grease but thin enough to print on; we gave a second usage to all the paper inside our restaurants, inviting everyone to eat safely the way they love: with their hands. We create a brand activation where we “NAPKINIZED”: Menus, placemats, food bags, posters, flyers… even the cashier receipt, followed by our most famous icon: the bucket.
Describe the creative idea (40% of vote)
Winning back our cool with our young audience and giving a modern twist to our famous hospitality values was not going to be achieved through a beautiful manifesto film. The approach needed to be more direct and impactful.
We decided to take one of our most iconic brand assets, the one that expresses the very essence of our hospitality, our slogan ‘Finger lickin’ good’, and bring it to life in a way that has never been seen before.
We turned all our instore touchpoints into napkins, proving that all you really need to fully enjoy our chicken in our store is your fingers and a craving for our food. We ‘napkinized’ our store to let people enjoy our delicious chicken with their hands and without complex in the safest way possible.
Describe the execution (40% of vote)
After weeks of development in partnership with our suppliers, we developed a special ink-resistant tissue paper; strong enough to wipe with, but thin enough to be printed on with chemical free ink. We gave a second usage to all the paper inside our restaurants, our placemats, food bags, flyers, our posters and cashier receipts.
We debuted our Napkinized stunt in Dubai and Beirut in January 2019, surprising our customers across our restaurants, as well as starting the new year with clean fingers and a good laugh. We uploaded the video of our stunt and the gobsmacked reactions of our customers using our posters and paper bags as napkins on social media, inviting others to come and be playful and experience our Napkinized stores.
List the results (20% of vote)
More than 7000 KFC customers interacted with our Napkinized stores on-ground and had the time of their lives, feeling free to dig in our chicken with their fingers without having to think of the greasy consequences. The video of our stunt received more than 1 million impressions on social media with people falling in love with the idea of being able to freely enjoy our delicious meal and praising our activation. The Napkinized stunt gave life and meaning to our ‘Finger Lickin’ good’ line and southern hospitality, and showed that even though KFC is an historical fast food brand, they can have fun and don’t take themselves too seriously!
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Manuel Borde |
TBWA\RAAD |
Executive Creative Director |
Bruno Bomediano |
TBWA\RAAD |
Executive Creative Director |
Alex Pineda |
TBWA\RAAD |
Associate Creative Director |
Sarah Ghessoum |
TBWA\RAAD |
Senior Art Director |
Osama Siddiq |
TBWA\RAAD |
Art Director |
Lucas Pimenta |
TBWA\RAAD |
Motion Graphics |
Camilo Rojas |
TBWA\RAAD |
Motion Designer |
Zeina Abuzaid |
TBWA\RAAD |
Motion Designer |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Nelly Chehwan |
BOLT |
Producer |
Remie Abdo |
TBWA\RAAD |
Head of Strategy |
Maxime Menant |
TBWA\RAAD |
Senior Strategic Planner |
Joe Lahham |
TBWA\RAAD |
General Manager |
John Abiad |
TBWA\RAAD |
Account Director |
Ashleigh Morgan |
TBWA\RAAD |
Account Manager |
Romy Abdelnour |
TBWA\RAAD |
Communications Director |
Farah El Sayegh |
BKP |
Producer |
Rashed Daouk |
BKP |
Producer |
Rawhi Lotfi Lotfi |
BKP |
DOP |