Welcome to Kentucky Town
9. Craft Kancils [9.9 Music in Film Content]
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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 chose to do a rap song because music is one of the main interest points of the Gen-Zs. Diving even deeper, rap is one of the top listening choices for them. We really wanted to showcase the vibes that would ooze from the event while also ensuring that it caught their attention and made everyone want to find out more. Additionally, they are also a group that craves the feeling of being special and that's why we knew it had to be done in a special way, the Gen Z way.
