Ad Nut
Oct 20, 2022

KFC’s smart helmet might make you eat more chicken

For a Hong Kong campaign, the fast-food giant devised a gadget to analyse one’s stress levels.

It’s no secret that Hong Kong is one of the most stressful cities in the world. And according to KFC, findings show that comfort food relieves the stress response in the brain.

In an attempt to encourage Hong Kongers to “stop overthinking” the ‘Brainwave Bucket’ is born. A smart helmet inspired by the shape of the classic KFC bucket, the device comes with a built-in headband that analyses people’s brain activity. The data from the helmet is that connected to an app that provides “real-time biofeedback” to indicate how active the user’s mind is.

Of course, the user will need to be eating a bucket of chicken, and this action is expected to indicate a reduction of stress in one’s brain activity. If that’s actually the case, they will be “rewarded” with more chicken.

Despite the use of what Ad Nut assumes must be complicated science, this campaign appears to be an unexpectedly fun way to get people to eat more chicken. Adding to day-to-day stresses is the guilt associated with eating fried and oily foods; and it’s refreshing in this case that simple enjoying one’s food is to be rewarded.


Agency: Edelman Hong Kong
Regional Executive Creative Director: John Koay
Creative Director: Oliver Davis
Design Director: Andy Chan
Associate Creative Director: Jerry Lee
Chinese Copywriter: Fanny Lau
Art Director: Carson Ho
Digital Senior Manager: Logan Cheng
Digital Associate Manager: Sammie Wong
Head of Brand: Sofia Yip
GBA Integrated Brand Lead: Crystal Poon
PR Brand Manager: Mona Tin
PR Brand Assistant Executive: Suki Chu
PR Brand Assistant Executive: Carre Choi

Client: KFC Hong Kong Marketing Team

Production: Buttons Creations, In-Between Frames

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

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