{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"RETAIL, LEISURE & ENTERTAINMENT","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BRILLIANT & MILLION, BANGKOK","is_link":false},{"keyword":"TITLE","content":"THE UNFLUENCER","is_link":false},{"keyword":"BRAND","content":"KFC THAILAND","is_link":false},{"keyword":"ADVERTISER","content":"KFC THAILAND","is_link":false},{"keyword":"AGENCY","content":"PUBLICIS THAILAND, BANGKOK\/BANANAS SOUTH AFRICA, JOHANNESBURG","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"SORADA SONPRASIT","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SAFARAAZ SINDHI\/JUSTIN GOMES","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"PITHA UDOMKANJANANAN\/TITIPUN TUBTHONG","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"RACHATA PUNYATHANASAKCHAI","is_link":false},{"keyword":"ART DIRECTOR","content":"KATAN INTORN\/JOHANN BOTHA","is_link":false},{"keyword":"COPYWRITER","content":"PUNYANUCH PAKPEANPAIROJ\/JULALAK PHINCHAEM","is_link":false},{"keyword":"MEDIA AGENCY","content":"INITIATIVE THAILAND, BANGKOK","is_link":false},{"keyword":"PR AGENCY","content":"VERVE, BANGKOK","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"HUMOUR HOUSE PRODUCTION, BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"PRUK PRAMTED","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"PRODIGIOUS THAILAND, BANGKOK","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"KFC Thailand was launching its hottest product ever—Buldak Dunked Wings—into a culture that prides itself on handling extreme spice. The challenge? In a country where everyone claims they can handle the heat, saying “it’s spicy” just gets ignored.\r<br>\r<br>So instead of advertising it, we staged a moment: we gave the wings to Thailand’s self-proclaimed “King of Spice,” creator Bankii, and filmed what happened. His meltdown wasn’t planned—but it was perfect. That one unscripted video became the entire campaign.\r<br>\r<br>Posted natively on TikTok, his reaction sparked millions of views, stitches, and copycats. The brand never had to say a word—social did the work.\r<br>\r<br>156M+ reach. 3M+ engagements. 26% sales lift. Sold out in 2 weeks.\r<br>\r<br>We didn’t use a creator to tell the story. We used the product to make one. And in doing so, turned a single piece of content into a cultural firestorm.","is_link":false},{"keyword":"URL 1","content":"https:\/\/youtu.be\/To0lVAGB3Z4?si=qXLQJU3qG0L1IvQh","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.tiktok.com\/@bankiii\/video\/7478998104545561874? is_from_webapp=1&sender_device=pc&web_id=7455367881568732690","is_link":true}],"files2":[{"name":"DI03_002.mp4","type":"mp4"},{"name":"DI03_002_DI01L.jpg","type":"jpg"}],"count":2}