To usher in the new year and celebrate the festivities, KFC Malaysia was intent on creating a campaign that would tug at the heartstrings of consumers. As such, together with Naga DDB Tribal, it turned to social media for inspiration which eventually led to the launch of its “KFC Original Series” campaign.
The series of web films created for its new campaign were inspired by real Facebook comments and tweets surrounding KFC. Both KFC and Naga DDB used social listening tools and combed through the thousands of comments and mentions on social media to find “moments of magic” that could be transformed into short films.
This resulted in the discovery of three tweets and two Facebook comments which were used as the point of inspiration for five standalone films – All The Way, Blue Moon, Once A year, Fast Food and Cinta Sejati. Each story was crafted to embody different genres of film, from romance, sci-fi and adventure to coming of age. According to KFC’s CMO Angelina Villanueva, it wanted consumers to know how much KFC values their personal moments with the brand, which ultimately defines the KFC brand story.
Meanwhile, Naga DDB’s creative directors Suryadipura Salleh and Jeremy Yeoh said by turning online comments into brand content, the series of films celebrates not only the real stories but also the real people behind them. “And what better way to show them than by turning their words into picture,” they added.
Check out the videos here:
Agency: Naga DDB Tribal
Executive creative director: Alvin Teoh, Paul Lim
Creative director: Suryadipura Salleh, Jeremy Yeoh
Creative group head: Gui Jiann Rong, Naqib Shamsuri, Rachel Hoo
Business unit head: Sharon Woodford
Brand director: RZ Chew
Senior brand executive: Eugene Ong
Head of AV: Sharon de Silva
AV producer: Rosa Check
Film production: Love Child Film & TV
Film director: P Prem Anand Pillai
Post production: Sotong Potong
Audio production: Real Time Studios