The Original Gamechangers - KFC | Clapboard Ad Archive

KFC’s 2024 campaign The Original Gamechangers, developed by TBWA\RAAD within the Food & Drink category, redefines the brand’s presence in Saudi Arabia by placing Saudi female gamers at the heart of its Play KFC platform and signaling a deliberate move toward greater diversity and empowerment in the esports space. Recognizing the region’s burgeoning gaming market and the historical dominance of male players, KFC partnered with the Saudi Esports Federation to establish a dedicated grassroots arena: a custom-built microsite, KFCGaming.me, where women can register for the OG Cup, compete for substantial rewards, and potentially progress to major Saudi e-leagues. This strategy is more than headline-grabbing inclusivity; it is a calculated intervention that both uplifts and commercializes an underrepresented segment. Complementing the core competition is a robust digital content layer—social films, TV spots, and, notably, the launch of a first-of-its-kind branded AI CapCut template that enables participants to generate personalized gaming avatars and project themselves into aspirational digital worlds, a move designed for maximum shareability and community self-expression. The campaign’s creative concept leans fully into what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, inviting the audience to not simply observe but to see themselves in the pioneering roles being highlighted; female gamers are cast as the protagonists, and user-generated participation via AI avatars is encouraged, subtly linking KFC’s brand with ambition, modernity, and belonging. Further reinforcing the integration between gaming and the brand, KFC rolled out a special Gamers meal—forging a tangible, taste-relevant connection to the initiative—while weaving real stories of Saudi women gamers across social and broadcast channels. The campaign’s focus on empowerment is amplified by a considered partnership with the Saudi Esports Federation, ensuring both cultural resonance and genuine grassroots credibility in a challenging space for representation. In execution, KFC’s investment is as much about brand-building and relevance with Gen Z as it is about shifting broader perceptions of who can thrive in esports. Clapboard rates this 72/100. With The Original Gamechangers, KFC signals that creative leadership in the category now rests with brands willing to meaningfully confront legacy barriers and platform new communities, not just in what they sell but who they choose to champion.