Brand | KFC |
Product/Service | KFC |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Challenger Brand |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
HEARTS & SCIENCE Dubai, UNITED ARAB EMIRATES
|
Production
|
WONDERFUL PRODUCTIONS Beirut, LEBANON
|
Write a short summary of what happens in the film
Using the beauty category as our muse, we turned the spicy Ghost Pepper Twister into a makeup tool that connected directly with the intended audience: women who were unaware of spicy food’s incredible health benefits. We entered this category like any beauty product would and created a unique parody using typical beauty-world tropes. The film shows a woman go from tired to fabulous-and-red-cheeked thanks to the spicy Ghost Pepper Twister effect: Bite, Rush, Blush.
Cultural / Context information for the jury
For ages, advertising has spewed the same rhetoric about spicy food, especially in the MENA region, where food isn’t food unless it’s covered in spice and the over the top “masculine” challenge approach is the norm. This has led to spice having an intimidating reputation – especially amongst women who are less likely to be attracted to the challenge of extreme spice. Which is a shame, because when taking a deep-dive into the world of spice, we found doctors and nutritionists have a very different story to tell. According to them, spice has remarkable health benefits, from lowering blood pressure to weight loss and skincare routines. This insight helped us bridge the gap between the perception of spicey food among women in the region, and how we could break through the stereotypical macho spice ads that make spice about a “challenge” rather than a delicious, blush inducing experience.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
Turning a spicy wrap into a beauty product to attract a new target was doing something completely unheard of. Infiltrating the beauty category and using its typical beauty-world tropes to showcase “the look” was a clever way to connect with our desired audience in a more personal way. We literally met them right where they were: inside beauty salons, next to beauty shops, inside beauty magazines, on beauty influencers’ makeup benches. This helped us change how they looked at spice … and changed how spice looked on them.
Credits
Walid Kanaan |
TBWA\RAAD |
CCO |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Joe Lahham |
TBWA\RAAD |
General Manager/MD |
Bruno Bomediano |
TBWA\RAAD |
ECD |
Hassanayn Rauf |
TBWA\RAAD |
Creative Director |
Elsa de Bruyn |
TBWA\RAAD |
Copywriting |
John Abiad |
TBWA\RAAD |
Client Servicing |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Rozy el Beainy |
TBWA\RAAD |
Production |
Hamza Khan |
TBWA\RAAD |
Social Media |
Ashleigh Morgan |
TBWA\RAAD |
Client Servicing |
Dina Salem |
TBWA\RAAD |
Social Media |
Rodrigo Scapolan |
TBWA\RAAD |
Art Direction |
Romy Abdelnour |
TBWA\RAAD |
Corporate Communications Director |
Luca Caon |
- |
Director |
Luca Costantini |
- |
DOP |
Désirée A |
Wonderful Productions |
Executive Producer |
Rytta Mezher |
Wonderful Productions |
Senior Producer |