{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF INFLUENCER","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\/BRILLIANT & MILLION, BANGKOK","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":"CAMPAIGN SUMMARY","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\n<br>\r\n<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\n<br>\r\n<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\n<br>\r\n<br>156M+ reach. 3M+ engagements. 26% sales lift. Sold out in 2 weeks.\r\n<br>\r\n<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":"CREATIVITY\/IDEA\/INSIGHT","content":"Everyone in Thailand claims they can handle spice. It’s a cultural flex, especially on social media. So when KFC launched its spiciest wings ever, we knew that just saying “they’re hot” wouldn’t cut through.\r\n<br>\r\n<br>Our idea? Don’t advertise the product—let it hurt someone who should be able to handle it.\r\n<br>\r\n<br>We gave the wings to Bankii, Thailand’s “King of Spice,” and captured his unscripted meltdown. His pain became the campaign. One raw TikTok post turned into a viral moment, remixable by creators, shareable by fans, and irresistible to the spice-loving public.\r\n<br>\r\n<br>It flipped the influencer model: instead of control, we let chaos do the talking. No slogans. No CTA. Just one man’s failure broadcast to millions.\r\n<br>\r\n<br>It wasn’t a paid partnership. It was a dare. One designed to trigger pride, competition, and mass engagement—because if he couldn’t handle it… you had to try.","is_link":false},{"keyword":"STRATEGY","content":"Research showed that in Thailand, spice is more than taste—its identity. Especially on TikTok, where creators constantly flex their heat tolerance in exaggerated, over-the-top reaction videos. But there was a deeper truth: most of it was bluff.\r\n<br>\r\n<br>Our strategy was to expose that bluff—by triggering a real breakdown from someone who should’ve handled it. Enter Bankii, the country’s self-proclaimed “King of Spice.”\r\n<br>\r\n<br>We designed the entire campaign to feel native to TikTok: one raw, unbranded, unscripted moment that looked just like any other food challenge—until it didn’t. The reaction was so real, it couldn’t be ignored.\r\n<br>\r\n<br>No influencer script. No polished brand voice. Just a moment that invited viewers to join in, stitch it, beat it, or mock it. And they did—by the millions.\r\n<br>\r\n<br>This wasn’t just a social strategy. It was social behaviour, provoked on purpose.","is_link":false},{"keyword":"EXECUTION","content":"The concept was brought to life through raw, unscripted footage of Bankii—Thailand’s self-proclaimed King of Spice—visibly melting down after trying the Buldak Dunked Wings. His authentic reaction became the campaign’s creative backbone, used across TV, social media, digital OOH, and in-store displays.\r\n<br>\r\n<br>The strategy hinged on reverse psychology: if Bankii couldn’t handle it, who could? His meltdown went viral, triggering a flood of user-generated content and igniting nationwide curiosity. We leaned into the chaos, adapting quickly by cutting a full campaign film from behind-the-scenes footage and launching with that. TikTok and Instagram were our hero channels—where spice challenges thrive—ensuring we hit Gen Z and millennial audiences head on. Despite limited media spend, the campaign punched above its weight by fuelling an earned media loop driven by humor, pride, and disbelief. When your influencer nearly walks off set from the spice, you don’t hide it—you build the campaign around it.","is_link":false},{"keyword":"RESULT","content":"The campaign blew past every objective. It drove over 3 million social engagements and reached more than 156 million people organically—unheard of for a product with zero media spend post-launch. Social feeds across Thailand lit up with memes, spice challenges, and commentary, showing a clear shift in consumer behavior as Gen Z embraced the heat with pride. The product sold out nationally within two weeks, creating scarcity-driven demand and earning free press.\r\n<br>\r\n<br>Most importantly, KFC Thailand recorded a 26% increase in sales during the campaign period—its largest short-term sales spike for a limited-edition product in recent history. Brand preference and relevance among spice-loving audiences soared, positioning KFC as both daring and culturally in tune. What started as a food launch became a nationwide sensation—one that reignited KFC’s spicy credentials and sparked real behavioral change, with fans lining up to prove their tolerance, tears and all.","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":"ME22_004.mp4","type":"mp4"},{"name":"ME22_004_DI01L.jpg","type":"jpg"}],"count":2}