The card game, Baloot, is embedded in Saudi Arabian culture. It’s not just a card game, it’s a cultural institution with its own rituals, rivalries, and cast of unforgettable characters at every majlis table.
Now KFC is embedded in Baloot.
KFC Arabia and TBWA\RAAD didn’t want to advertise around the game. They wanted to pull up a chair and play by its rules. So in partnership with Zat Baloot, the leading platform for Baloot players in the Kingdom, the campaign turned a beloved national pastime into a full brand experience, featuring a dedicated KFC Baloot box, designed for game night; a set of collectible cards celebrating the personalities every player knows; player-inspired characters brought to life in a social film; and an original Saudi track scoring the whole experience.
The campaign reimagines Baloot culture – KFC-style, in a campaign fans could play with, collect, and live, not just watch.
Credits:
Creative Agency: TBWA\RAAD
Account Director: Rama Zarafili
Senior Account Manager: Yara Omar
Chief Creative Officer: Derek Green
Group Creative Director: Rita Nasr
Senior Art Directors: Jad Ibry & Ghina Merhi
Senior English Copywriter: Jennifer Berrou
Senior Arabic Copywriter: Mohammed Hazaea
Senior Designer: Tatiana Mourad
Designer: Nisrine Najem
Head of Social and Content: Tony Kayouka
Social Media Director: Hamza Khan
Senior Social Media Manager: Rand Hilal
Content Manager: Jana Jamaleddine
Social Media Manager: Grace Bou Nehme
Social Media Executives: Loulwa El Zein & Nathalie Fakher Al Dine
Chief Strategy Officer: Catherine Bannister
Senior Strategic Planner: Ramez Rahal
Senior Strategist: Najla Abdullatif Ali
Lead Video Editing: Tejas Kulkarni
Motion Designers: Micheal Johnson & Roshan Jameer
Head of Digital and Innovation: Rony Skaf
Senior Digital Account Manager: Rabih Chehayeb
Senior Digital Account Executive: Karim El Khoury
Digital Account Executive: Diala Toska
Senior Designers: Kalai Selvan & Sugan Jeevarathinam
Finalizer: Pritam Kumar
Retoucher: Girish Sapalya
Head of Communications: Romy Abdelnour
Senior Corporate Communications Executive: Lea Moufarej
Creative Services Director: Ezzat Habra
Production: Rush Films
Photography Production: BKP Group
