Experts’ Choice Awards Merdeka 2020 top 10 winners: KFC | MARKETING Magazine Asia

Experts’ Choice Awards Merdeka 2020 top 10 winners: KFC


They say, a picture is worth a thousand words. So, this National Day, KFC painted their walls with artwork that shows off the uniqueness of Malaysia to express their love for the country they’ve called home for 47 years. 

Together with creative agency, Naga DDB Tribal, KFC worked with local street artist, Kenji Chai to create three murals that celebrated keeping the brand originally Malaysian with ‘KFC Cara Kita’. Each wall had a distinctive painting that represents the fusion of KFC and Malaysian culture. 

“In recent years, we’ve worked with a homegrown streetwear brand and an indie band to create projects inspired by Malaysians, made by Malaysian, for Malaysians and we were keen to continue working with local talents,” said Creative Directors of Naga DDB Tribal, Suryadipura Salleh, Jeremy Yeoh and Rachel Hoo. “The wall murals celebrate the collision of culture between KFC and Malaysia. Kenji Chai’s vibrant contemporary style and clever way of infusing Malaysian culture into his paintings made him the perfect artist for this project.”

Although faced with many logistical challenges due to the pandemic, this campaign was especially important to the brand as they were met with unconditional support from Malaysians despite the difficult times. KFC hopes that this public display of affection will show Malaysians just how much they mean to the brand. 

For the launch, KFC shared a hot & spicy video that takes you behind the scenes to see the artwork coming to life. As KFC Cara Kita is about proudly flaunting the Malaysian way, the brand asked Malaysians to express their way through a social media extension campaign. Using digital stickers or by drawing, they were asked to create and share their very own mural.

KFC’s ‘Cara Kita’ is among the top 10 Merdeka TVCs chosen by experts. To watch the full list of winners, click here.

Watch the film here:

Credits:

Brand: KFC

Chief Marketing Officer: Angelina Villanueva 

Senior Marketing Manager: Hanim binti Mazam 

Assistant Marketing Manager: Nur Suffina binti Mohd

Production House: Project Room Productions

Agency: Naga DDB Tribal

Chief Creative Officer: Alvin Teoh 

Creative Directors: Jeremy Yeoh & Suryadipura Salleh 

Associate Creative Director: Rachel Hoo 

Senior Copywriter: Candice Chhoa

 BM Copywriter: Zhaffiry Fenner Zakaria

 Art Directors: Bobby Lai, Sam Lai 

Head of AV: Sharon de Silva 

AV Producer: Lee Boon Hsin 

Senior Account Director: RZ Chew 

Senior Account Manager: Brian Khoo 

Project Manager: Victoria Lim