KFC SHOWS OVERTHINKING HONG KONGERS THE POWER OF COMFORT FOOD
Studies indicate Hong Kong is one of the most stressful cities in the world and ranks #1 in the stress index of employees all around East Asia, with a massive 53% of employees feeling pressured and stressed from their day-to-day occupation.
Scientific findings proved that comfort food relieves stress levels in the brain. So to encourage Hong Kongers to stop overthinking and just indulge, we created the KFC BRAINWAVE BUCKET - a helmet with a built-in headband that analysed people’s brain activity while their senses were stimulated by deep fried chicken. The data was connected to an app which provided real-time biofeedback. The lower their brain wave, the more chicken rewards they got.
The design of the helmet and the bucket-esque enclosure was inspired by KFC's distinctive bucket, that was created for an immersive interactive Finger Lickin' Good experience.
Agency: Edelman Hong Kong
Regional Executive Creative Director: John Koay
Creative Director: Oliver Davis
Design Director: Andy Chan
Associate Creative Director: Jerry Lee
Chinese Copywriter: Fanny Lau
Art Director: Carson Ho
Head of Strategy: Phyllis Yip.
Head of Digital: Yuli Setiadi
Digital Senior Manager: Logan Cheng
Digital Associate Manager: Sammie Wong
Head of Brand: Sofia Yip
GBA Integrated Brand Lead: Crystal Poon
PR Brand Manager: Mona Tin
PR Brand Assistant Executive: Suki Chu
PR Brand Assistant Executive: Carre Choi
