Wolf BKK’s flair for absurd humour and ad ideas that come from thrillingly unexpected places presents another magnetic story for KFC. This is the story behind it. Kaprao is Thailand’s ultimate go-to meal. The unofficial national dish. The country’s #1 most-ordered menu year after year. Something Thais can eat every day, without ever getting bored. The dish has never been just food in Thailand. It’s a culture, and people take it seriously. So seriously that adding onions, corn, or long beans isn’t just wrong; it’s judged as a food crime. It’s the Thai version of pineapple on pizza in Italy, only more intense, more heated, and far more spicy. A debate that never really ends over who’s right and who’s wrong.

KFC has introduced Kaprao Crispy Chicken Rice Bowl – a new form of kaprao that respects its soul, while staying true to KFC’s DNA. Some Thais might still see it leaning toward the “wrong” side of Kaprao.

Instead of denying it, KFC Thailand embraced it. The routine menu, in a new way becomes the core of the campaign, and sending the Colonel to jail, along with other kaprao improvisers, allows KFC to highlight the assets of its version. The Wolf BKK campaign takes a bold stand on a national argument  for every kaprao maker – just be honest about what kind of kaprao you are, then let people choose. That should never be a crime.

The campaign film, directed by Suneta House director, Teera, plays on the exaggerated social belief that once you break the kaprao law, you’re guilty enough to go to jail. No exceptions. Not even KFC. It turns the belief around to champion KFC’s kaprao and underlines the fast food chain’s commitment to rice, the heart of everyday Thai meals.

Credits:
Client: KFC Thailand
Agency: Wolf BKK
Chief Creative Officer : Torsak Chuenprapar
Managing Director : Natdhee Sopondhitipun
Executive Creative Director : Pathida Akkarajindanon
Creative Group Head & Copywriter : Pandarie Somjit
Creative Group Head & Art Director : 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 Wangbamrungsak

Production Company: Suneta House
Director: Teera