The idea informed the process. We wanted to create something that could still resonate with 3 different races, the young and old as well as customers from different income groups. So we crafted simple yet detailed depictions of Malaysians with their mouths opening wide for KFC - which also looked like big happy grins.

Opting for silk screening posters added a sense of texture and warmth to the posters. It was a finishing that felt closer to the brand.

We decided to celebrate Malaysians' love for KFC in a charming way. By depicting mouths opening wide for KFC treats that look like big happy grins.

Leveraging on KFC's 250 outlets across the nation, the posters managed to cut through the litany of price-focused messages. It reminded customers of the love affair they have with the brand at a very fundamental and poignant level.