KFC's Koleksi Aku Budak Kepci 2023 (KFC X UJANG X PMC)

2. Audio Kancils [2.2a Best use of branded audio content: Single]

Links:

Product/Service:

F&B

Client:

KFC

Brief:

This is a massive campaign by KFC as to promote Kentucky Town. Kentucky Town was an event that happened in Sunway Pyramid at 4th of July 2023. It's built on the theme of friendship and having a finger licking good time! To Commemorate KFC's 50th year in Malaysia, KFC collaborated with streetwear brand Pestle and Mortar and the legendary comic artist, Ujang. These merch are exclusive and limited and this lookbook is all about this merch. The video showcases the different merch that will be sold on the event and we ought to compose a track, edgy and cool enough that can reach the youngsters to buy these merch.

Solution:

Since the merch is heavily based on streetwear, we went for a urban and edgy approach with the music. The lyric 'Kentucky Town' is our main hook as we wanted to emphasise on the event. We also sprinkled words that can only be found in the urban dictionary as we would want to relate more to the youths and youngsters of today. In terms of the music, we had this groovy and punchy bass line that runs throughout the track while being supported by dancey drums. The idea is to pump you up and get you hyped!

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