As with the last iteration of this campaign, Ogilvy has produced imagery that is - at first glance - of massive combustions but is in actuality nothing more than exquisitely photographed pieces of fried chicken. This edition, featuring a terrifying dragon producing the bout of flame, is a cheeky tribute to the upcoming final season of Game of Thrones, due to start this coming Sunday the 14th of April.
Commenting, John Koay, executive creative director at Ogilvy Hong Kong, said "This new Hot & Spicy campaign is a nod to a show that has become a global phenomenon, just like KFC. It really shows KFC at its most playful and is a great example of how brands can leverage pop culture to show their relevance."
Launching online, the campaign will be followed by three more executions rolling out in the coming weeks that will appear in print and key outdoor media.
"KFC has always been part of the cultural conversation, so the upcoming premiere was the perfect opportunity to remind customers that the best way to enjoy the show is by grabbing a bucket of Hot & Spicy to share" said Shirley Chau, marketing director KFC Hong Kong.
Chief creative officer Reed Collins
Executive creative director John Koay, Matthew Nisbet
Creative director Fung Chan, Jim Fong
Art director John Koay
Senior content designer Alex Burton
Executive group director Iris Liu
Account director Rita Lam
Account executive Ervan Luk
Photographer Illusion Bangkok
Illustrator Illusion Bangkok