GEOMETRY GLOBAL SDN BHD
KFC Malaysia
Kentucky Town 2023
KFC is 50 years old (in Malaysia)! It is a brand cemented in Malaysian culture for not just the good finger-lickin’ fried chicken but also as a place for Malaysians to celebrate the good times. KFC is part of Malaysian culture as one of the staples and because of this they have developed a way of working and although it is thoroughly enjoyed by the masses it is also a problem when connecting with the younger generation, the Gen-Zs. The challenge tasked to us was to conceptualize a way to connect to the Gen-Zs while keeping our brand identity.
We decided that to cater to a generation of rule breakers we had to break our own rules. So, along with KFC’s brand proposition of always being original, we gave them a platform to have the truest form of self-expression that catered exclusively to their interest points but was still inclusive to the masses.
To introduce this platform we created Kentucky Town, where friends come to have a finger-lickin’ good time. This video is an invitation to the town and here’s where the rule-breaking began. We went against the norm and created new mascots for a rap we wrote in an animated music video that was designed in a futureverse style. Using high-quality 3D animations we made new KFC mascots that were equally cute and cool. We studied the fashion trends of Gen-Zs to ensure that the mascots looked cool and stylish. Next, we ensured that the surroundings of Kentucky Town had easter eggs to Gen-Z’s favourite pop-culture moments. So, come on in, and welcome new townie!
Advertising Agency, VMLY&R Commerce:
- Sean Lim, Head of Brand Activation & Experiential
- Yippie Yip, Business Director
- Ross Leong, Activation Director
- Bong Kim Loong, Account Director
- Eleena Zakie, Senior Account Manager
- Filipe Lampreia, Chief Strategic Officer
- Dwayne Chin, Associate Planning Director
- Didi Pirinyuang, Chief Creative Officer
- Phoecus Lee, Executive Creative Director
- Cavan Ang, Senior Copywriter
- Hannah Sim, Senior Copywriter
- Christian Chiang, Senior Art Director
- Tommy Voon, Senior 3D Art Director
- Sharul Shazuan, Junior Art Director
- Khoo Quan Mae, Designer
- Chew Saiwin, Senior AV Producer
- Loo Juobey, Senior Designer
- Vivian Phang, Designer
Production House : Lorrypop Studio
- Director: Frankie Lee
- Creative Director: Calvin Mok
- Art Director: Rachel Zhi Jing
- 3D Director: Teoh Wei Liat
- Character Design: Hui Hui
Sound Design: Fuse Asia
