Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Hot & spicy' by Ogilvy & Mather Hong Kong

This campaign for KFC pointed out a striking visual similarity.

2018 Cannes contenders: 'Hot & spicy' by Ogilvy & Mather Hong Kong
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Hot & spicy
Agency: Ogilvy & Mather Hong Kong
Client: KFC

Nominated by:

Graham Drew, ECD, Grey Kuala Lumpur:

For print, the one that hits between the eyes is Ogilvy’s Hot n’ Spicy for KFC. When I first saw it I thought it was a meme from Reddit. That’s what makes it so good—it’s just so much fun. It feels like a piece of bedroom-made pop culture, and that is so hard to pull off. 

Ali Rez, regional CD, BBDO Middle East and Pakistan:

Clever concept central to the product with some incredible craft work. Wonderful print campaign. 

Sheikh Danish Ejaz, chief brand evangelist, Penumbra:

This print ad is a prime example of how creative mind can think and construct. Using the product attributes of hot & spicy chicken with fire is commendable. Team O&M has done a marvellous job through these ads. When I saw this campaign for the first time, it instantly caught my attention and I had nothing but respect for their imagination. Kudos!

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