Naga DDB Sdn Bhd
In 2019, KFC was steadily losing the youth segment despite having many product innovations. KFC’s strong association as a family destination made the brand uncool in the eyes of the Malaysian youth. The brand was in need of repositioning and Raya was the perfect platform to recapture the youth segment.
We captured the hearts of Malaysian youth by using the things they love most: Food, Music & Technology. Using the Makey-Makey, a gadget that turns objects into musical instruments, we partnered with The Venopian Solitude, a local band popular with the Malaysian youth, to turn KFC food into catchy Raya music.
Using these three ingredients, we created a song with a unique narrative about having a carefree Raya. A colourful video clip was shot to showcase the song, the tech and our renewed brand persona.
NAGA DDB TRIBAL
Chief Creative Officer: Alvin Teoh
Executive Creative Director: Paul Lim
Creative Director: Jeremy Yeoh, Suryadipura Salleh
Creative Group Head: Rachel Hoo, Gui Jiann Rong, Naqib Shamsuri
Senior Copywriter: Candice Chhoa
BM Copywriter: Firdaus Nadzir
Head of AV: Sharon de Silva
Senior Producer: Venus Chen
Business Unit Head: Sharon Woodford
Account Director: RZ Chew Senior
Account Manager: Brian Khoo
Senior Account Executive: Yin Win Teh, Elaine Lim, Kel Vin Tan
Film Director: Derrik Yaw
Director of Photography: Sam Koay
Executive Producer: Kenneth Lim
Producer: Kit Yee
Film Editor: Jawagar Samidurai
Post House: Gurafu Post
Music Production: The Venopian Solitude