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, by collaborating with the movie ‘Wrestler’, which was released about the same time, we came up with ads 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. We applied the idea to an actual movie as well.