Image via John Koay / Edelman Hong Kong
KFC has got pedestrians doing more than just double takes—they’re shaking their heads. The fast-food giant has unveiled a series of intriguing billboards across Hong Kong, with their secret ingredient only being revealed when you start moving.
The out-of-home campaign promotes the chain’s new Fing Fing Cajun Chips, with “fing fing” meaning “shake” in Cantonese. With a sachet of spicy cajun seasoning provided with every bag of fries, a good shake is what this menu item needs.
Image via John Koay / Edelman Hong Kong
As for the roadside displays, cooked up by communications agency Edelman Hong Kong, a fervent head-shaking may also reveal a delicious, spicy surprise. Delectably concealed behind a set of black lines is an image of the powdered snack—you will just have to work for it to earn your treat.
Have a taste of the optical trick yourself:
Image via John Koay / Edelman Hong Kong
John Koay, executive creative director at Edelman Hong Kong, explains to Little Black Book that the campaign aims to capture the enjoyment of shaking your fries through mirrored movements. While more complex techniques like augmented reality and lenticulars were being considered, the team eventually peeled back the layers and brought on a static image that rewarded the public for putting in a bit of effort.
Long story short, this initiative is F-ing creative.
Image via John Koay / Edelman Hong Kong
[via Ad Age, Campaign Brief Asia, Little Black Book, images via John Koay / Edelman]
by rrollins
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