KFC deliversfor Ogilvy & Mather
The winner of the Radio Grand Prix for 2017 is a funny and insightful campaign for KFC’s Double Down Burger, created by Ogilvy & Mather Johannesburg in South Africa.
Jury president Mario D'Andrea, president and chief creative officer, Dentsu Brazil, said digital technology has created “a new era in radio, with a lot of space for creativity and new bridges to the consumer. But the medium is still the land of the copywriter and this campaign, while traditional in approach, showed that you can reach anyone with creativity.”
The purpose of the campaign was to alert audiences to the fact that a product promotion was about to come to an end — but it was done with a humour that young audiences would quickly relate to. The campaign was very similar to another KFC campaign which took the Radio Grand Prix in 2016. D’Andrea said “we discussed that a lot — but in the end it was the best idea of the year. It would not have been fair not to give it the Grand Prix.”
The campaign was also one of six to be awarded Gold Lions. Underlining the geographic diversity of radio, 2017’s Gold Lion-wining campaigns came from South Africa (2), the Philippines, Spain, Brazil and Peru.