Renowned Japanese director Hiroshi Kikuchi has packed both absurdist comedy and dynamic action into a new, fully integrated KFC campaign developed by Ogilvy, live this week.
Launched to celebrate KFC’s limited-edition Sweet Tokyo product range, the new Sweet Tokyo campaign was shot in the streets of Tokyo’s Shinjuku district, focussing on a love story between two ingredients: Hot & Crispy KFC and Sweet Teriyaki sauce.
Campaign executions will be seen across TV, VOD, OLV, OOH, social, activations and audio.
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 Aussies 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,” he explained.
“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.”
Other campaign activations include a world-first KFC vending machine offering Aussies free Sweet Tokyo Hot & Crispy, hidden in a secret location in Sydney’s Inner West. Clues on social will help fans find its location and score free Sweet Tokyo product.
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
