HOW "CRISP" MADE IT WORSE?__________

TitleHOW "CRISP" MADE IT WORSE?__________
BrandKYOCHON CHICKEN
Product / ServiceKYOCHON CHICKEN
CategoryA01. Food & Drink
EntrantTBWA\KOREA Seoul, SOUTH KOREA
Idea Creation TBWA\KOREA Seoul, SOUTH KOREA
Media Placement TBWA\KOREA Seoul, SOUTH KOREA

Credits

Name Company Position
Min Seok Seo TBWA KOREA Creative Director
Hong Chul Kim TBWA KOREA Account Manager

Brief Explanation

One of the biggest unique selling points of Kyochon Rice Chicken is that it is probably the crispiest fried chicken out there, being fried not just once but twice, with rice flour. To bring out the USP of the product, we thought “What if people missed the important climax hindered by the crispy sound that was so loud?” Fueled by this thought, we came up with ads that took on Korea’s soap-opera shows with cliché plot lines, in which the climactic moment’s plot revealing one liner was replaced with Kyochon’s trademark “Crispy” sound. The idea, creatively rooted in everyday life in Korea, was well-received due to its relatability and ironic humor.