Inkstone
    Apr
    20
    2018
    Apr
    20
    2018
    Spicy chicken explosion!
    Spicy chicken explosion!
    FOOD

    Spicy chicken explosion!

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    by
    Adam White
    Adam White
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    Sometimes, an image just blows you away.

    Exhibit A: Ogilvy & Mather’s new campaign in Hong Kong for KFC’s Hot & Spicy fried chicken.

    The ‘visual duality became our inspiration - and we just love how it’s come together in such a simple, yet universally understood way,’ said Creative Director John Koay in a statement.
    The ‘visual duality became our inspiration - and we just love how it’s come together in such a simple, yet universally understood way,’ said Creative Director John Koay in a statement. Photo: Ogilvy/KFC

    The advertising campaign swaps explosions for real fried chicken, shot in just the right light to look like just the real thing.

    It was a tricky process to get the shots.

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    “It took around four weeks for us to find the balance between making it look realistic but also like tasty fried chicken,” John Koay, Creative Director of Ogilvy Hong Kong, told Inkstone.

    “And we studied a lot of explosions.”

    Nothing looks cooler than facing away from an explosion. Except for facing away from an explosion that is also fried chicken.
    Nothing looks cooler than facing away from an explosion. Except for facing away from an explosion that is also fried chicken. Photo: Ogilvy/KFC

    The campaign launched this week in the city’s 60-plus outlets, with advertising to follow.

    And it worked for at least one member of the Inkstone staff, who had KFC that very night for dinner.

    ADAM WHITE
    ADAM WHITE
    Adam White is a contributor to Inkstone. The Hong Kong­-born-and-raised journalist and editor has written for CNN, Time, Monocle, HK Magazine and the New Statesman.

    ADAM WHITE
    ADAM WHITE
    Adam White is a contributor to Inkstone. The Hong Kong­-born-and-raised journalist and editor has written for CNN, Time, Monocle, HK Magazine and the New Statesman.

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