{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"DIGITAL, SOCIAL & EMERGING TECHNOLOGY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BRILLIANT & MILLION, BANGKOK","is_link":false},{"keyword":"TITLE","content":"CHIZZALULU CHIZZALALA, \r\nTHE EDIBLE BRAINROT","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 STRATEGY OFFICER","content":"JENKANIT RUJIRAMORA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"PEERAJET SRINGEAN","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SAFARAAZ SINDHI","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"PITHA UDOMKANJANANAN","is_link":false},{"keyword":"SENIOR ART DIRECTOR","content":"KANYAPORN LONGPRASERT","is_link":false},{"keyword":"ART DIRECTOR","content":"PRATIMAKORN CHUACHART","is_link":false},{"keyword":"COPYWRITER","content":"TIN SIRIDEJ","is_link":false},{"keyword":"AGENCY PRODUCER","content":"PANITCHANAN THEEWARAKRIT\/THORNTHAN NIAMKHUN","is_link":false},{"keyword":"DESIGNER","content":"LERPONG LIMPIVIRIYAJIT","is_link":false},{"keyword":"AI ENGINEER & AI CONTENT CREATOR","content":"KAISORN KACHAI","is_link":false},{"keyword":"COMPUTER ARTIST","content":"PATH SUNGWALPHAI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"PANSEA TEVAVICHULADA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"PAILIN NA POMBEJRA","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"SIRIPHAT THATTAKITTIYA","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"JASON COX","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"LALIT MATANAPOJANARD","is_link":false},{"keyword":"SOCIAL CREATIVE CONSULTANT","content":"TITIPUN TUBTHONG","is_link":false},{"keyword":"SOCIAL MEDIA AGENCY","content":"BRILLIANT & MILLION","is_link":false},{"keyword":"MEDIA AGENCY","content":"INITIATIVE THAILAND, BANGKOK","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"SORA KAITKANARAT","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"NUNTAPORN SRIVISET","is_link":false},{"keyword":"BUSINESS DIRECTOR","content":"PATTANSA PHONGNANPAPHA","is_link":false},{"keyword":"INFLUENCER RELATIONS","content":"SARISA ROJTINNAKORN\/PHUMKITI WANCHANWED\/SUPAKAN CHAORATANAPISATE","is_link":false},{"keyword":"DIRECTOR","content":"SADANON WASANASOMPONG","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"JEERASAK INTASA","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"SATAWAT KHAMPHEN","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"PUMARIN WASUKHAN","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"CHONLATORN CHAISIRIPOOMKERE\/SIRARIN SOMSIRICHART","is_link":false},{"keyword":"FILM PRODUCER","content":"CHANIDTA YOOCHAROEN","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"RATCHANOK RODKLIENG","is_link":false},{"keyword":"MECHANIC","content":"MAXHANIC","is_link":false},{"keyword":"CASTING","content":"NAROUPAT PINTAKHUM","is_link":false},{"keyword":"FOOD STYLIST","content":"SURAT SUPHAWONGSRI","is_link":false},{"keyword":"STYLIST","content":"WORAWUT RENGRON","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"PRODIGIOUS THAILAND, BANGKOK","is_link":false},{"keyword":"EDITOR","content":"PANUWAT WONGCHANG","is_link":false},{"keyword":"COLORIST","content":"NUTTACHA KHAJORNKIATSAKUL","is_link":false},{"keyword":"MOTION GRAPHIC","content":"AMORNTHEP UPATINGATE","is_link":false},{"keyword":"SOUND DESIGNER","content":"CHATTAWAT EAUMKEB","is_link":false},{"keyword":"POST EXECUTIVE PRODUCER","content":"THEERAYUT PATHARANARAKUL","is_link":false},{"keyword":"POST PRODUCER","content":"CHANIDTA YOOCHAROEN","is_link":false},{"keyword":"ROBLOX GAME DEVELOPER","content":"PEMIKA PHIPHITTHAPHAN\/METHASIT KANCHAI\/TONKLA BANPLULUANG\/THAMMATHAT CHINNASAWAT\/THAPHARIT SUESAT","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Chizzalulu Chizzalala relaunched KFC’s cult classic, Chizza, not as a product comeback, but as brand-funded entertainment designed to live inside Gen Z culture.   \r\n<br>\r\n<br>In Thailand’s saturated QSR landscape, novelty alone no longer cuts through. For limited-time menu launches, success depends on how fast cultural momentum can be built.  \r\n<br>\r\n<br>Gen Z, the accelerators of buzz, don’t respond to explanations or nostalgia. They respond to participation and entertainment that feels native to the platforms they live on. \r\n<br>\r\n<br>The objective was clear: overcome indifference and relaunch Chizza like it had never existed before, transforming a cult comeback into a new cultural phenomenon. \r\n<br>\r\n<br>Instead of explaining what Chizza was, we refused to define it. The brand leaned into the Gen Z logic of creative chaos, where ideas are remixed, exaggerated, and deliberately unresolved.  \r\n<br>\r\n<br>The campaign became an entertainment universe inspired by Italian Brainrot, a surreal Gen Z meme culture where logic breaks down and remixing thrives. At its center was Chizzalulu Chizzalala, a bizarre, lovable character trapped in an identity crisis: “Am I chicken? Am I pizza?” \r\n<br>\r\n<br>This story unfolded as episodic, AI-generated entertainment across social platforms, combining music, characters, and escalating absurdity designed for looping, sharing, parody, and co-creation.  \r\n<br>\r\n<br>Rather than delivering a linear brand message, the campaign invited audiences to speculate, remix, and participate with the unresolved question pulling them deeper into the content. \r\n<br>\r\n<br>To extend engagement beyond passive viewing, the entertainment entered Gen Z play spaces through a custom Roblox experience, transforming curiosity into interaction and interaction into desire. \r\n<br>\r\n<br>From launch to sell-out, Chizzalulu Chizzalala functioned as always-on branded entertainment, seamlessly blending content, culture, emerging technology, and commerce to prove that when entertainment is built for culture, momentum moves Finger Lickin’ fast. ","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The one question we refused to answer was: What is Chizza? Instead, we would put this question into the world. \r\n<br>\r\n<br>Our idea: there are many questions, but only your taste buds will ever know the real answer. \r\n<br>\r\n<br>Just as food is a form of entertainment, so too will be how we launch Chizza. \r\n<br>\r\n<br>The core insight: Gen Z culture thrives on creative chaos. Ideas spiral, exaggerate, remix, and deliberately avoid resolution. In this world, clarity kills curiosity. The more something is explained, the less there is to play with. \r\n<br>\r\n<br>So instead of positioning Chizza as a chicken-pizza hybrid, KFC turned its identity crisis into entertainment. Inspired by Italian Brainrot, a surreal Gen Z meme universe built on absurd characters, fake Italian names, and logic-free storytelling.  \r\n<br>\r\n<br>We created Chizzalulu Chizzalala, a character whose confusion became the point. \r\n<br>\r\n<br>Chizzalulu was a content and conversation engine. Through episodic videos, music, and meme-ready moments, \r\nhis story escalated but never resolved. Audiences weren’t told what Chizza was; they were invited to react, remix, and decide for themselves. \r\n<br>\r\n<br>By withholding answers and leaning into absurdity, our idea transformed a product launch into an entertainment format designed for social sharing, co-creation, and cultural play.  ","is_link":false},{"keyword":"STRATEGY","content":"In Thailand’s fast-moving social landscape, Gen Z is inundated with novelty. \r\n<br>Product news alone no longer earns attention; participation does. Gen Z wants to feel part of something before they act or share, and they reward brands that speak their language fluently. \r\n<br>The opportunity was clear: don’t follow their culture, play inside it.  \r\n<br>\r\n<br>Rather than treating Chizza as menu item to be explained, we treated it as a piece of entertainment designed for social platforms.  \r\n<br>\r\n<br>The goal was momentum. The faster cultural buzz could be sparked, the faster sales would follow. \r\n<br>\r\n<br>Insight: Gen Z culture isn’t built on finished ideas. It thrives on testing, remixing, and pushing things until something interesting happens. Brands that lean into the chaotic and absurd feel more culturally alive than those that play \r\nit safe. \r\n<br>\r\n<br>Social platforms became the primary stage to connect with Gen Z, with AI, music, creator remixing, and gaming used as native storytelling tools. Content was designed to feel unfinished, inviting interpretation and co-creation.  \r\n<br>\r\n<br>As if it had emerged from Gen Z’s chaotically creative world, the strategy was to frame Chizza as a remix born out of creative chaos.\r\n<br>Unable to be easily defined, better discovered through play.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"The campaign launched with the introduction of Chizzalulu Chizzalala, revealed through an AI-generated social film that immediately posed the unanswered question: “Am I chicken? Am I pizza?” \r\n<br>\r\n<br>From there, the story unfolded in chapters. Across nine episodic videos, Chizzalulu’s origin and identity crisis escalated deeper into absurdity, introducing new characters, surreal logic, and music inspired by Italian Brainrot. Each drop added chaos, clarified nothing, and fueled conversation. \r\n<br>\r\n<br>A trap-style music video featuring Chizzalulu became an entertainment anchor with an addictive ear-worm track designed for looping, remixing, and user content creation.  \r\n<br>\r\n<br>Gen Z creators were invited to reinterpret the character and soundtrack in their own content, turning the campaign into a participatory story world rather than a closed narrative. \r\n<br>\r\n<br>To extend the entertainment into interactive play, Chizzalulu entered Roblox. Players hunted the character in a custom map to “find the truth,” converting curiosity into gameplay and gameplay into craving. \r\n<br>\r\n<br>The execution prioritized escalation over explanation, allowing entertainment to build momentum organically across social feeds, creator spaces, and virtual worlds, until the only way to resolve the question was to taste Chizza itself. ","is_link":false},{"keyword":"RESULT","content":"By turning a product launch into participatory entertainment, Chizzalulu Chizzalala didn’t just cut through...it took over. \r\n<br>\r\n<br>Within the first 4 days: \r\n<br>\r\n<br>35M+ impressions \r\n<br>2.5M+ KOL content views \r\n<br>Over 1 in 4 KFC transactions included Chizza in their order \r\n<br>Momentum continued to accelerate, leading to a complete sell-out in 18 days. \r\n<br>\r\n<br>Final results: \r\n<br>\r\n<br>213M total impressions \r\n<br>8.6M KOL content views \r\n<br>1.6M total engagements \r\n<br>Gen Z & Gen Alpha drove 43% of total conversation (vs. 19% average across other generations) \r\n<br>+66% over target in transaction mix \r\n<br>+96% over target in sales mix \r\n<br>Nearly 2× sales value vs. target \r\n<br>Versus a comparable previous cheese-based LTO: \r\n<br>\r\n<br>+80 point uplift in transaction mix \r\n<br>+101 point uplift in sales mix \r\n<br>3.7× stronger unit performance \r\n<br>By making absurdity entertaining and curiosity participatory, the campaign proved that when branded entertainment is built for culture momentum moves Finger Lickin’ fast. ","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.youtube.com\/shorts\/DIHkqITKKNU","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.adobomagazine.com\/campaign-spotlight\/kfc-thailand-goes-brainrot-with-chizzalulu-chizzalala-to-celebrate-the-iconic-chizza\/","is_link":true}],"files2":[{"name":"EN35_003.mp4","type":"mp4"},{"name":"EN35_003_DI01L.jpg","type":"jpg"}],"count":2}