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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:
Despite being Thailand's leading brand for over 40 years, KFC faces a unique challenge when selling chicken rice bowls. In a country with a rich culinary landscape, where cheap and good food is everywhere, Western fried chicken is often seen as a special treat rather than an everyday comfort meal.

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