Directed by Hiroshi Kikuchi.
KFC has collaborated with Japanese director Hiroshi Kikuchi to launch its new limited edition Sweet Tokyo range in a campaign via Ogilvy.
The campaign was shot in the streets of Tokyo’s Shinjuku district.
Ogilvy creative director Shaun Branagan said with Kikuchi best known for comedic work for Suntory, Lazdada and Soft Bank, the new 'Sweet Tokyo' campaign deliberately leans into the current fascination Australians have with Japanese culture.
“The launch of Sweet Tokyo isn’t just about a new product – it’s a love story around sesame coated chicken being united with an old flame, sweet teriyaki sauce, much to the excitement of the sesame seed kids,” Branagan said.
Campaign executions is live across TV, VOD, OLV, OOH, social, activations and audio.
Other campaign activations include a KFC vending machine offering free Sweet Tokyo Hot & Crispy, hidden in a secret location in Sydney's Inner West.
“The fast-cut result is very typical of Japanese ads, and the kind of all-in approach we know KFC’s fans will love. Almost as much as chicken loves sauce," Branagan said.
Credits:
Ogilvy: Strategy, Creative and Activation
Ogilvy PR: Influencer and Earned
Mr+Positive: Production
Director: Hiroshi Kikuchi
EssenceMediacom: Media
We Are Social: Social
Etcom: Multicultural Communications
AKQA: Digital
Hogarth: Production Agency
