Welcome to Kentucky Town
9. Craft Kancils [9.6a Animation: Single]
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Links:
https://www.youtube.com/watch?v=2WU8Sr5NWU8
Product/Service:
Kentucky Town 2023
Client:
KFC Malaysia
Brief:
KFC is 50 years old (in Malaysia)! It is a brand cemented in Malaysian culture for not just the good finger-lickin' fried chicken but also as a place for Malaysians to celebrate the good times. KFC is part of Malaysian culture as one of the staples and because of this they have developed a way of working and although it is thoroughly enjoyed by the masses it is also a problem when connecting with the younger generation, the Gen-Zs. The challenge tasked to us was to conceptualize a way to connect to the Gen-Zs while keeping our brand identity.
Solution:
We decided that to cater to a generation of rule breakers we had to break our own rules. So, along with KFC's brand proposition of always being original, we gave them a platform to have the truest form of self-expression that catered exclusively to their interest points but was still inclusive to the masses.
To introduce this platform we created Kentucky Town, where friends come to have a finger-lickin' good time. This video is an invitation to the town and here's where the rule-breaking began. We went against the norm and created new mascots for a rap we wrote in an animated music video that was designed in a futureverse style. Using high-quality 3D animations we made new KFC mascots that were equally cute and cool. We studied the fashion trends of Gen-Zs to ensure that the mascots looked cool and stylish. Next, we ensured that the surroundings of Kentucky Town had easter eggs to Gen-Z's favourite pop-culture moments. So, come on in, and welcome new townie!
