{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"DIRECTING","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BRILLIANT & MILLION, BANGKOK","is_link":false},{"keyword":"TITLE","content":"THE M SSING PIECE","is_link":false},{"keyword":"BRAND","content":"KFC THAILAND","is_link":false},{"keyword":"ADVERTISER","content":"KFC THAILAND","is_link":false},{"keyword":"AGENCY","content":"PUBLICIS THAILAND, BANGKOK\/BANANAS SOUTH AFRICA, JOHANNESBURG","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"SORADA SONPRASIT","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SAFARAAZ SINDHI\/JUSTIN GOMES","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"SEAN HARRSION","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"NONTHAPAT CHOLAVIT","is_link":false},{"keyword":"ART DIRECTOR","content":"PUNATEE PUNARATE","is_link":false},{"keyword":"MEDIA AGENCY","content":"INITIATIVE THAILAND, BANGKOK","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"PUBLICIS GROUPE THAILAND, BANGKOK","is_link":false},{"keyword":"FILM PRODUCTION PARTNER","content":"CARBON FILMS","is_link":false},{"keyword":"DIRECTOR","content":"BRUNO BOSSI","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"TAPROD, BANGKOK","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"PRESSURE COOKER STUDIOS, BANGKOK","is_link":false},{"keyword":"ENGLISH SYNOPSIS","content":"Our hero is one Baby Sanders short of a full set. Once he realizes he’s missing the rare piece, the figure and the world starts to mock him (in his own mind). Absence starts to color everything he sees: a gap in his manga shelf, a break in the sidewalk, even a missing piece on a stranger’s checkerboard. His world feels unfinished ...until he understands there’s only one way to make it whole: finish another KFC's set and unbox another Baby Sanders.\r<br> \r<br>The spot turns everyday Thai life into a playful tapestry of \"incomplete,” where a single missing element reframes the ordinary and one’s life.","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"​​The world is in the grip of the \"Blind Box\" craze. It has evolved from a kid's hobby into a serious obsession for adults who treat these collectibles like cultural currency, prompting a flood of collectibles from every major QSR and retail brand.\r<br>\r<br>However, this market saturation created a sea of creative sameness. Competitors followed a predictable formula, the \"cute,\" product-centric animations that showcased licensed IP, focusing entirely on the plastic: how cute the doll is, how many versions there are but completely ignored the human experience behind the purchase.\r<br>\r<br>KFC chose to break this convention by shifting the lens from the product to the people. Instead of another cheerful product showcase, we crafted a cinematic narrative that spoke directly for the collector, validating the agonizing, universal truth of the hobby: the psychological itch of the \"missing piece.\" By dramatizing the real-world obsession of completing a set rather than just displaying the merchandise, we elevated a standard retail promo into a human story that cut through the noise of generic, animated competitors.","is_link":false}],"files2":[{"name":"CF01_007.mp4","type":"mp4"}],"count":1}