Marrybrown - Gangjeong Chicken

1. Film & Branded Content Kancils [1.11 Best film & branded content-led integrated campaign]

Links:

https://youtu.be/Nru0OckW9tk?si=0cmetpb9eCEw4xir

Product/Service:

Gangjeong Chicken

Client:

Marrybrown Malaysia

Brief:

Malaysians are obsessed with Korean culture ever since the first wave hit in the early 2000s. Fast forward to 2025, we’re in the era of Hallyu 5.0 - where most brands have already done the typical K-drama and K-idol route. So, how do we ensure that we serve up something different?

Solution:

Bringing the dead to life to communicate our obsession with Gangjeong by flipping the script: What if zombies weren’t after brains... but Gangjeong Chicken? We framed our returning Korean LTO as something “to die for (again)” - reimagining the product’s cult following as literal cult-like behaviour, with fans (or rather, the undead) coming back for more.

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