Cannes Lions

Hot & Spicy

OGILVY HONG KONG, Hong Kong / KFC / 2018

Presentation Image
Digital Proof JPG
Supporting Images

Overview

Entries

Credits

Overview

Description

Made with chili and other sizzling spices, KFC’s Hot & Spicy delivers a blast of fiery heat with every bite. It also has a crunchy coating with a texture and colour that is visually very similar to a real-life fireball. This visual duality became our idea.

Execution

We created 3 ads where pieces of fried chicken seamlessly replaced fireballs in real-life photos – Space Shuttle, Dragster and Heroes – each bringing to life the product’s fiery taste.

Outcome

The campaign quickly went viral, appearing on key Hong Kong websites before achieving global reach. It not only started positive conversations about KFC, but also boosted the brand’s creative credentials.

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