Gold
Branded Entertainment
Scripted Short Film
| Entrant: | Wolf BKK, Bangkok |
| Brand: | KFC Thailand |
| Title: | "Uncle KFC's Rice Bowl" |
| Corporate Name of Sponsoring Client: | KFC Thailand |
| Client Companies: | YUM RESTAURANTS INTERNATIONAL (THAILAND) CO., LTD., Bangkok |
| Client Company Senior Marketing Manager: | Chayapa Jamnarnwej |
| Chief Marketing Officer: | Suhayl Limbada |
| Client Head of Brand Marketing: | Patra Patrasuwan |
| Senior Client Brand Manager: | Morakot Nirannoot |
| Agency: | Wolf BKK, Bangkok |
| Chief Creative Officer: | Torsak Chuenprapar |
| Executive Creative Director: | Pathida Akkarajindanon |
| Senior Copywriter: | Pandarie Somjit |
| Senior Art Director: | Panupong Putong |
| Agency Producer: | Chanoknan Wongwises |
| Agency General Manager: | Natdhee Sopondhitipun |
| Agency Account Director: | Sirapa Kanchanasuppawong |
| Agency Account Manager: | Sawarin Juntaratip |
| Production Company: | Suneta House |
| Director: | Teerapol Suneta |
| 1st AD: | Kittikhun Jongkraiwut |
| 2nd AD: | Manoo Techadee |
| Producer: | Chanapa Ployarunrung |
| Line Producer: | Warawan Laksanarom |
| Cinematographer: | Chalongwut Chorruangsak |
| Production Company Unit Food Cinematographer: | Chanthut Kasemsantinavin |
| Production Company Unit Food Assistant Director: | Napat Vorasuk |
| Production Company Telecine: | Nattacha Khajornkiatsakul |
| Production Company Art Director: | Pornchai Cheeranoon |
| Production Company Food Stylist: | Surat Suphawongsri |
| Production Company Mock up Artist: | Parinya Likhitroekwit |
| Gaffer: | Phongthep Phusawang |
| Production Company Prop Master: | Surasak Maneekum |
| Production Company Mechanic Team: | Maxhanic |
| Production Company Casting: | Narissara Makmane |
| Production Company Stylist: | Siwaporn Kangwankunakorn |
| Production Company Make up: | Anchisa Kanoksirisirachot |
| Production Company Hair Stylist: | Pinraya Pramual |
| Production Company Location: | Jirawat Santaratchai |
| Production Company VTR - Positive4: | Thannawit Jiasuppibul |
| Editor: | Sarawut Kaweethammawong |
| Sound Engineer: | Anuparp Suriyathon |
| Sound Mixer: | Danai Suthamcharee |
Description:
In a culture where food is deeply intertwined with tradition, Thais have a strong connection to their favorite local comfort food shops and often refer to them as family, with names like Jeh Faii (meaning Sister Faii), Yai Puad (meaning Grandma Puad), or Loong Rong (meaning Uncle Rong). Becoming a daily choice amid these local food legends is no small challenge.
To shift the Thai perception of KFC from a distant luxury treat, the campaign "Uncle KFC's Rice Bowls" reimagines Colonel Sanders, the legendary fried chicken godfather, as a lovable, slightly awkward Thai "Loong" (Uncle) who sells rice bowls.
The 5-minute film humorously tackles the couple's lunch decision dilemma, often met with the girlfriend's classic response, "Anything. Up to you," which never truly means "Anything."
Blending Thai cultural elements, playful satire on government bureaucracy, and old-school slapstick comedy—performed with a harmless soft plastic tube—this comedic, culturally nuanced story offers unexpected entertainment and a fresh take on the iconic character.
Results : + 17.30% increase in transaction 103,798,952 Total Reach 344,887,163 Total Impression CTR 300% Increase compared other campaign incentive