Agency: Edelman


Stress and overthinking is pervasive in the chaotic 24-hour metropolis. Recent studies indicate Hong Kong is one of the most stressful cities in the world and ranks #1 in the stress index of employees all around East Asia. However, scientific findings have shown that comfort food relieves the stress response in the brain. KFC is encouraging Hong Kong’s overthinking citizens to think less and indulge more with Finger Lickin’ Good fried chicken.

Therefore we created the KFC Brainwave Bucket - a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is. The helmet design, and the mind-detecting enclosure, is based on KFC’s iconic bucket. People are invited to sit inside the bucket-esque structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken.

A fun and lighthearted way to bring the comforting effects of KFC to Hong Kongers, the event launch is being held at KFC’s flagship store on Oct 22 where customers are invited to try the experience for themselves. Those who embrace the comforting qualities of the Colonel’s signature chicken and stop overthinking are rewarded with more fried chicken!

This professional campaign titled 'BRAINWAVE BUCKET' was published in China in October, 2022. It was created for the brand: KFC, by ad agency: Edelman. This campaign is related to the Electronics, Technology, Food, and Gaming industries and contains 7 media assets. It was submitted over 1 year ago by Regional Executive Creative Director: John Koay of Edelman.


Agency: Edelman Hong Kong
CEO: Delicia Tan
Regional Executive Creative Director: John Koay
Creative Director: Oliver Davis
Design Director: Andy Chan
Associate Creative Director: Jerry Lee
Chinese Copywriter: Fanny Lau
Art Director: Carson Ho
Digital Senior Manager: Logan Cheng
Digital Associate Manager: Sammie Wong
Head of Brand: Sofia Yip
GBA Integrated Brand Lead: Crystal Poon
PR Brand Manager: Mona Tin
PR Brand Assistant Executive: Suki Chu
PR Brand Assistant Executive: Carre Choi
Client: KFC Hong Kong Marketing Team
Production: Buttons Creations, In-Between Frames


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