Women do not always have any easy time in gaming but their numbers and their finesse are growing nonetheless. The Middle East has long been recognised as a hub for exceptional gaming talent, but with predominantly top-tier male gamers shining on the global stage.
TBWA\RAAD and KFC have created a campaign to help gender equity to happen in Saudi Arabia. The Original Gamechangers is part of KFC’s Play KFC platform and was created in collaboration with the Saudi Esports Federation (SEF). It hopes to break down historical barriers in the gaming community by providing Saudi women with a stage to display their skills and potential on the global esports stage.
KFC has launched a dedicated microsite, KFCGaming.me, specifically for Saudi girl gamers to register for the OG (Original Gamechangers) Cup. The grassroots platform fosters a supportive environment for competitors, allowing female gamers to demonstrate their skills and compete for significant rewards. Winners will also have the chance to compete in the Saudi e-leagues and earn big prize pools.
The campaign has leaned heavily on social media to make the pioneering initiative successful, introducing a global first, a branded AI CapCut template exclusively tailored for The Original Gamechangers, that allows users to visualise an AI version of themselves in the coolest virtual locations.
Ahmed Arafa, chief marketing officer, KFC, Yum! Brands, stated, “This initiative is not just about gaming; it’s about reaffirming KFC’s commitment to inclusivity and empowerment, contributing to the creation of a more equitable future for all.”
Joe Lahham, managing director at TBWA\RAAD, added, “This initiative marks a significant stride towards inclusivity and empowerment in gaming. The campaign showcases our shared dedication with KFC to innovation, highlighting the profound impact of advertising in reshaping cultural narratives and serving crucial causes.”
The campaign features a series of social films, digital content, and TV commercials, all aimed at creating a more equitable gaming scene. KFC also introduced a special gamers meal exclusively for the initiative to ensure gamers never go hungry and can fuel their energy.
Saudi gamers can register at KFCGaming.me to be part of The Original Gamechangers squad.
Credits
Agency: TBWA\RAAD
Managing Director: Joe Lahham
Executive Creative Director: Frederico Roberto
Strategist: Ramez Rahal
Creative Director: Rodrigo Scapolan
Senior Art Director: Diogo Seibert
Art Director: Guilherme Woll
Senior English Copywriter: Sanele Ngubane
Arabic Copywriter: Farida Abdelaal
Head of Social and Content: Tony Kayouka
Senior Social Media Manager: Hamza Khan
Senior Social Media Executive: Rand Hilal
Senior Content Creator: Ahmed Abouelnour
Account Management: Ahmed Hamza, Richard Rao, George Oghgassian & Layla Adib
Digital Management: Rony Skaf, Rabih Chehayeb, Karim El Khoury & Diala Toska
Senior Designer: Smithesh Krishnan
Senior Digital Designer: Leo Paul
Senior Graphic Designer: Dheepu Peter
Senior Finaliser: Mike Thomas
Senior Producer: Natasha Oneto
Producer: Alia Fakha
Head of Communications: Romy Abdelnour
Corporate Communications Executive: Lea Moufarej
Production Company: Good People
Director: Nevine Ragab
Stylist: Aisha abu Youssef
Art Director: Ahmed Shaaban
1st AD: Carlos Khalil
2nd AD: Bothina
DOP: Victor Credi
Executive Producer: Omar Khalil
Producers: Corinne Sanan & Riyana Khatib
Line Producer: Hanan Mohamed
Assistant Producers: Seif Fikry & Omar Hindi
Head of Post Production: Hussein Aziz
Post Producer: Seif Hany
Head of Production: Waleed Abdelsalam
Media: Hearts & Science
