KFC & Edelman show overthinking Hong Kongers the power of comfort food with the Brainwave Bucket

KFC is encouraging Hong Kong’s overthinking citizens to think less and indulge more with Finger Lickin’ Good fried chicken.

Stress and overthinking is pervasive in the chaotic 24-hour metropolis. Recent studies indicate Hong Kong is one of the most stressful cities in the world and ranks #1 in the stress index of employees all around East Asia, with a massive 53% of employees feeling pressured and stressed from their day-to-day occupation. However, scientific findings have shown that comfort food relieves the stress response in the brain.

In acknowledgement of this, KFC has partnered with Edelman Hong Kong to launch its latest integrated campaign. Centered around the power of comfort food, they are telling people “Don’t Overthink, Just Indulge”, and to do so, have created a brand-new tech device called the KFC Brainwave Bucket.

The KFC Brainwave Bucket is a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is.

The helmet design, and the mind-detecting enclosure, is based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken.

A fun and lighthearted way to bring the comforting effects of KFC to Hong Kongers, the event launch is being held at KFC’s flagship store where customers are invited to try the experience for themselves. Those who embrace the comforting qualities of the Colonel’s signature chicken and stop overthinking are rewarded with more fried chicken!

“KFC is the ultimate comfort food!” said John Koay, Edelman’s Regional Executive Creative Director. “Born from a great truth, we recognise the brand’s ability to provide people in this pressure cooker of a city with a moment of escape – and the Brainwave Bucket is a fun way to prove it.”

“Partnering with KFC always brings so much excitement and innovative opportunity and this campaign is a great demonstration of that.”

The challenge embodies KFC’s commitment to delivering the unique Finger Lickin‘ Good experience to consumers as a moment of indulgence from their busy day-to-day life.

Campaign launch day: Oct 18
Consumer experience day: Oct 22

Credits
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