Five Star Chicken

The Movies Made (from) Us

Agencies: BBDO Bangkok BBDO Asia BBDO


Known for its iconic chicken, Five Star has been in the food business for 37 years and has a strong connection with Generation Boomer, Generation X, and Gen Y. But now the problem was that they didn't have a connection with the newer generation, Gen Y or Gen Z, let alone Gen-Alpha.

Our brief was clear: how can we make sure every generation connects with the brand?

We came up with the concept " Chicken that connects generations together", as no matter what conflict of generation you have - be it politics, music, fashion or even how to raise your child - what you all share is the love for chicken. So, we thought this is it, this is how to connect. Every generation together. "Chicken that connects generations together”.

Instead of coming up with a storyboard, we decided to ask people around
Thailand, what kind of film they wanted to see. Then we combined every comment and create a film called "The Movies made (from) us”. A film showing every idea of every generation all in one film.

113K Engagements
74% Sales Growth (in the chicken thigh category)
20.96% Sales Increase (all categories)
7.3 Millions of views on the film
3 Language user-translated
9.4 Million Media Impressions in the first month alone.

This professional campaign titled 'The Movies Made (from) Us' was published on May 30, 2022. It was created for the brand: Five Star Chicken, by ad agencies: BBDO, BBDO Asia, and BBDO Bangkok. This Digital, Experiential, and Film media campaign is related to the Food industry and contains 1 media asset. It was submitted 4 months ago.


Agency : BBDO Bangkok
Production House : Suneta House

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