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SUB CATEGORY :
ONLINE FILM: RETAIL
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ENTRANT COMPANY :
WOLF BKK, BANGKOK
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TITLE :
UNCLE KFC'S RICE BOWL
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BRAND :
KFC CRISPY CHICKEN RICE BOWL
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ADVERTISER :
KFC THAILAND
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AGENCY :
WOLF BKK, BANGKOK
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GENERAL MANAGER :
NATDHEE SOPONDHITIPUN
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CHIEF CREATIVE OFFICER :
TORSAK CHUENPRAPAR
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EXECUTIVE CREATIVE DIRECTOR :
PATHIDA AKKARAJINDANON
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ART DIRECTOR :
PANUPONG PUTONG/TORSAK CHUENPRAPAR
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COPYWRITER :
PANDARIE SOMJIT
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AGENCY PRODUCER :
CHANOKNAN WONGWISES
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COMMUNICATIONS DIRECTOR :
SIRAPA KANCHANASUPPAWONG
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COMMUNICATIONS MANAGER :
SAWARIN JUNTARATIP
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FILM PRODUCTION COMPANY :
SUNETA HOUSE, BANGKOK
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DIRECTOR :
TEERAPOL SUNETA
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CINEMATOGRAPHER :
CHALONGWUT CHORRUANGSAK/
CHANTHUT KASEMSANTINAVIN
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GAFFER :
PHONGTHEP PHUSAWANG
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ASSISTANT DIRECTOR :
KITTIKHUN JONGKRAIWUT/MANOO TECHADEE/NAPAT VORASUK
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FILM PRODUCER :
CHANAPA PLOYARUNRUNG
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ASSISTANT PRODUCER :
WARAWAN LAKSANAROM
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CASTING :
NARISSARA MAKMANE
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MOCK UP ARTIST :
PARINYA LIKHITROEKWIT
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PROP MASTER :
SURASAK MANEEKUM
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STYLIST :
SIWAPORN KANGWANKUNAKORN
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HAIR & MAKE-UP :
PINRAYA PRAMUAL/ANCHISA KANOKSIRISIRACHOT
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ART DIRECTOR :
PORNCHAI CHEERANOON
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EDITOR :
SARAWUT KAWEETHAMMAWONG
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TELECINE :
NATTACHA KHAJORNKIATSAKUL
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VTR :
THANNAWIT JIASUPPIBUL (POSITIVE4)
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LOCATION :
JIRAWAT SANTARATCHAI
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FOOD STYLIST :
SURAT SUPHAWONGSRI
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SOUND PRODUCTION COMPANY :
SOUND SPACE STUDIO CO., LTD., BANGKOK
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SOUND :
ANUPARP SURIYATHON
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MIXER :
DANAI SUTHAMCHAREE
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ENGLISH SYNOPSIS :
A couple’s daily lunch dilemma takes a hilarious twist in this ridiculous story of hunger, indecision, and relatable chaos.
When the girlfriend drops the classic line, "Anything. Up to you,"
the boyfriend embarks on a whimsical adventure—straight into her mind (literally). Inside, he discovers countless options,
as she struggles to decide in a flood of overwhelming choices. Meanwhile, Uncle KFC with his rice bowl humbly waits to be chosen, just like all the other uncles and aunties.
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ENGLISH CONTEXT EXPLANATION :
Despite being Thailand's leading fast-food brand for over
40 years, KFC faces a unique challenge when selling rice bowls.
In a country with a rich culinary landscape, where affordable and delicious food is everywhere, Western fried chicken is often seen as a special treat rather than an everyday meal. To promote
the "Rice" menu and become a daily choice among local food legends is not an easy task.
The campaign celebrated Thai culture by highlighting how food is intertwined with tradition. Thais have a strong connection to their favorite local comfort food shops, often referring to them as family, with names like Jeh Faii (Sister Faii), Yai Puad (Grandma Puad), or Loong Rong (Uncle Rong). Utilizing this insight to shift the perception of KFC from a luxury treat to an everyday comfort food, "Uncle KFC's Rice Bowl" reimagined Colonel Sanders as
a lovable, slightly awkward Thai "Loong" (Uncle) selling rice bowls.
The campaign’s humorous storytelling and relatable themes resulted in a 17.3% increase in transactions and went viral across social media platforms worldwide, positioning KFC as a brand that truly understands Thai culture, while enhancing both its business performance and reputation, earning recognition for 'disrupting the global franchise norm.'
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