KFC Thailand has finally reached all 77 provinces by opening its latest branch in Mae Hong Son, a name that instantly triggers Thai senses. It is a route famous for 1,864 curves that come with dizziness, the kind that spins your head and leaves your stomach begging for mercy. This journey is not easy, even for locals, and definitely not for the weak. Curve after curve, turn after turn, reaching Mae Hong Son means conquering more than 1,864 curves along the way. No shortcuts. It’s destination every Thai dreams of challenging at least once in their lifetime.

To celebrate conquering this route, Wolf BKK and KFC Thailand created the Carsick Bag challenge as both a celebration of achievement and a symbol of respect for this unique road. Travellers who reach Mae Hong Son with a “clean” carsick bag can trade it for a special celebratory fried chicken bucket, a 77-baht bucket featuring 7 pieces of fried chicken and 7 Wingz Zabb, served in a limited-edition bucket available only in Mae Hong Son.

Wolf BKK has also extended the celebration across the city, transforming the branch into a new provincial landmark, with special tour bus stops, a yellow songthaew route from Saiyud Market, stamp-collecting activities, and official Route Conqueror Certificates waiting at the finish line.

Credits
Brand: KFC Thailand
Agency : Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Executive Creative Director: Pathida Akkarajindanon
Creative Group Heads: Pandarie Somjit & Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Agency’s Producer: Chanoknan Wongwises
Senior Graphic Designer: Vanvisa Wan