Turning fries into rice with a little help from a big man
One of KFC’s least popular products is the Ricebox. But when you think about it, it’s essentially a carb swap; it’s the same great chicken, just with rice, instead of the usual fries. While trying to find a culturally relevant way of landing this, we realised that ‘rice’ sounded a lot like ‘fries’, and recalled one of Game of Thrones’ most dramatic and poignant scenes.
Client: KFC Project: Ricebox – ‘Lunchtime is Coming’ Year: 2017
With Kristian Nairn (Hodor) and director Ben Taylor onboard – and a release date planned just days before the premiere of the new Game of Thrones season – we had all the ingredients for success. And success was what we got, with a piece of film which truly went ‘viral’. On Facebook alone, we got 12m views and 35m impressions within a week, 80% of which were organic. It was reported in the media of dozens of countries around the world, and even made TV reports in the US and India. At the last count, there were 28 pages of Google results. And best of all, we put Hodor in a KFC uniform.
To complement our online film, we created a striking out-of-home design to hero its point of difference – the rice.
By: KingJordan Role: Creative | Scriptwriting | Directing | Copywriting | Art Direction | Photography Agency: BBH