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.
Kentucky Town served as the initial event to the future of the KFC youth platform 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. At the event itself, we created AR tunnels, AR mirrors, and even an innovative never-before-seen motion capture game to drive engagement of the Gen-Zs. Additionally, we also used our campaign microsite and socials as a tool to give hints and sneak peeks making everyone stay attentive to our physical event. We knew that the Gen-Zs are a group that craves the feeling of being special and that’s why we knew it had to be done in a special way, the Gen Z way.
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
