KFC launches new ‘Sweet Tokyo’ campaign directed by Hiroshi Kikuchi

KFC’s latest campaign, directed by renowned Japanese filmmaker Hiroshi Kikuchi and developed by Ogilvy, blends absurdist comedy and action to celebrate the launch of the limited-edition Sweet Tokyo product range.

The announcement:

Renowned Japanese director Hiroshi Kikuchi has packed both absurdist comedy and dynamic action into a new, fully integrated KFC campaign developed by Ogilvy, live this week.

Launched to celebrate KFC’s limited-edition Sweet Tokyo product range, the new Sweet Tokyo campaign was shot in the streets of Tokyo’s Shinjuku district, focussing on a love story between two ingredients: Hot & Crispy KFC and Sweet Teriyaki sauce.

Campaign executions will be seen across TV, VOD, OLV, OOH, social, activations and audio.

Ogilvy creative director Shaun Branagan said with Kikuchi best known for comedic work for Suntory, Lazdada and Soft Bank, the new Sweet Tokyo campaign deliberately leans into the current fascination Aussies have with Japanese culture.

“The launch of Sweet Tokyo isn’t just about a new product – it’s a love story around sesame coated chicken being united with an old flame, sweet teriyaki sauce, much to the excitement of the sesame seed kids,” he explained.

“The fast-cut result is very typical of Japanese ads, and the kind of all-in approach we know KFC’s fans will love. Almost as much as chicken loves sauce.”

Other campaign activations include a world-first KFC vending machine offering Aussies free Sweet Tokyo Hot & Crispy, hidden in a secret location in Sydney’s Inner West. Clues on social will help fans find its location and score free Sweet Tokyo product.

Credits:

Ogilvy: Strategy, Creative and Activation

Ogilvy PR: Influencer and Earned

Mr+Positive: Production

Director: Hiroshi Kikuchi

EssenceMediacom: Media

We Are Social: Social

Etcom: Multicultural Communications

AKQA: Digital

Hogarth: Production Agency

Source: Ogilvy