Campaign details

Award show: ROI Festival
Award category: Audience Planning
Award level: Gold
Brand: KFC
Brand owner: Yum
Campaign name: 'The Croissant That Sings Praises'
Agency: Ogilvy Shanghai
Industry category: F&B and Catering Services
Release date: May 2019
Budget: RMB 1-2 million
Country: China


Background

An online discussion called 996.ICU — a saying which warns Chinese programmers who once embraced working 9 am to 9 pm six days a week that this schedule is putting oneself at risk of getting into the hospital's Intensive Care Unit — went viral in April 2019, raising concerns about the high pressure that white-collar workers face, especially in the technology fields. 

Objectives