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.

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.

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.