2022 Winners & Shortlists

Cultural / Context information for the jury

A highway mirage is an optical phenomenon caused by a thin layer of hot air just above the ground. The weather gets so hot that it causes surfaces to act like mirrors, blurring lines and images on the horizon. If you drive around the highways in the region, especially on those long and straight desert roads, you’ve probably seen it. You know how hot it gets. And that’s the whole point. To convey the aggressive spiciness of KFC’s Twister Blaze, surfaces such as dining tables, office worktables, and even picnic sheets were portrayed like they were heating up like desert mirages. Those three specific depictions were not chosen by chance: those are the places where KFC’s fans like most to eat at. Especially when they want to deal with the heat burst from KFC’s Twister Blaze.