Hong Kong is a stressful place. According to recent studies it ranks #1 in the stress index of employees all around East Asia, and 53% of employees feeling pressured and stressed in their day-to-day occupation.
However, scientific findings have shown that comfort food relieves the stress response in the brain. So KFC and Edelman Hong Kong are drawing attention to the power of KFC as comfort food, with a device called the KFC Brainwave Bucket, the message, Don’t Overthink, Just Indulge and a bit of light-hearted fun.
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 is based on KFC’s famous 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.
The event launch is being held at KFC’s flagship store in Hong Kong 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,” stated Edelman regional executive creative director, John Koay. “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.”
Credits
Client: KFC Hong Kong
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 Executives: Suki Chu & Carre Choi
Production: Buttons Creations & In-Between Frames
