We selected the print ad medium for its ability to spotlight the exact moment when Original trumps all. With its fast nature, print ads captivate attention and enable connection in a few seconds. That’s why it's the perfect canvas to showcase a photograph capturing the exact moment when the peculiar shops owners chose to eat original.

Have you heard about the Old Dubai neighborhood?

It has a charm of its own, away from the Downtown bling. Full of life, dreams and businesses of all shapes and sizes. It's a place where KFC proudly belongs. We embrace our originality, just like this vibrant corner of the city. Sure, some locals might blur the lines between originality and imitation - after all, drawing attention is the name of the game. But in the grand scheme of things, it's all good in the hood. At least, when hunger strikes, they don’t think twice: they keep it original.

As a huge fast-food chain, KFC strategically seeks markets with the widest audience reach potential to amplify its presence. Old Dubai is a peculiar, distinctive and vibrant district that KFC wanted to tap into a significant market segment. Our task was to devise a campaign that effectively raise awareness about the original fried chicken in a way that understands the cultural nuances and preferences of the Old Dubai community.

Our achievement was evident in the enthusiastic response of KFC's neighbors to our ads, signaling a positive shift in brand perception and immediate sympathy. By authentically capturing the essence of Old Dubai, we conveyed KFC's understanding of the neighborhood. Integrating humor into the campaign was essential, fostering a genuine bond with the community and ensuring that KFC became an integral part of their daily lives. This alignment between our messaging, community sentiment, and the humor element solidified our success.