KFC Bucket Search

KFC has teamed up with socially-led creative agency We Are Social Thailand and Warner Music for the KFC Bucket Search x WAVS 3 project to provide Thai youths with opportunities to build a career in the music industry.
The project brings together two initiatives, the KFC Bucket Search, which provides Thai youths in juvenile centres with education and opportunities to reintegrate into society, and WAVS, a community initiative led by Warner Music to help artists from across the country gain access to education and professional development opportunities in the music industry.
We Are Social led the brand partnership, campaign strategy and creative execution for the project which included creating an immersive branded space for KFC within the WAVS metaverse platform also developed by the agency.
The platform enables the community to learn, connect, and grow whenever they want and wherever they are. Participants receive guidance from coaches through the platform and can brainstorm, compose, and share music with peers. It connects directly to the streaming platform in real-time, making the creative process more interactive and accessible.
The technology has helped eliminate both geographical and financial barriers with participants in the program who are able to access the platform virtually anywhere on a standard computer.
In its third year, We Are Social has also helped WAVS facilitate partnerships with L’Oréal, Maybelline, Garnier, and Marshall for the initiative. The program is rolled out over three phases: recruitment and live audition via the metaverse or in-person at Warner Music Studio; workshops where participants will be able to build their virtual studio, connect with the community and learn in virtual and IRL environments; and a live performance sponsored by the brand partners.