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Luiz Perl of KFC: The Challenge of Finding Ideas That Are Relevant in 41 countries
Liz Unamo| 3 de diciembre de 2019
Luiz Perl 1
Christmas is a-comin’ and with it those moments we all love, and others that, well, we don´t like so much. That’s what Ogilvy Miami´s new regional campaign for KFC summarizes with a disruptive commercial that depicts an inappropriate Santa and a dog that even makes the awful Grinch seem nice. The campaign Mega Navidad, Me Gusta, No Me Gusta (Mega Christmas, I Like/Dislike It) is being aired in more than 41 markets in Latin America and the Caribbean, and shows a more realistic and uncomfortable aspect of the holidays, using a language taken from social media (“Like/Dislike”) as its touch of creative insight. “It’s a challenge to find ideas that are relevant in 41 countries, mainly in a region where there are so many unique habits and traditions. However, there is something we all like wherever we’re from, and that is being with our loved ones. That’s what KFC is all about, and that is what Christmas is about,” said Luiz Perl, CMO of KFC Latin America Caribbean. “Christmas is one of the best times of the year, but we must also be honest – there are a lot of things we don´t like about the holidays. In this campaign we wanted to reflect that ambiguity. It’s such a fun reality that it deserves to be told,” said Chany D’Amelio, creative VP at Ogilvy Miami. As it is also the brand´s regional digital agency, Ogilvy Miami was in charge of spreading the campaign on social networks, which it did by launching a gifs/stickers set that people can use to improve everything they don´t like about the holidays. “We know it’s a very competitive season when everyone fights for your attention, which is why it was so important to find a distinctive way to earn a place on people´s TV screens and digital devices without interruptions,” said Perk and Uri, creative directors at Ogilvy Miami.
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