The Original Gamechangers – KFC | Clapboard Ad Archive

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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.

Credits

Client

KFC

Agency

TBWA\RAAD

Managing Director

Joe Lahham

Executive Creative Director

Frederico Roberto

Strategic Planner

Ramez Rahal

Creative Director

Rodrigo Scapolan, Gonzalo Ausejo

Art Director

Diogo Seibert, Guilherme Woll, Smithesh Krishnan, Leo Paul, Dheepu Peter, Ahmed Shaaban, Jesse Tasnim Emad

Crew

Sanele Ngubane, Farida Abdelaal, Tony Kayouka, Hamza Khan, Rand Hilal, Ahmed Abouelnour, Rony Skaf, Rabih Chehayeb, Mike Thomas, Steve Guiragossian, Sugan Jeevarathinam, Girish Sapalya, Kalaiselvan Mariyappna, Aisha abu Youssef, Carlos Khalil, Bothina, Nadim George, Eshta - My Gaffer, Marwan, Monika, Sami Alam, Sherif Saed

Account Management

Ahmed Hamza, Richard Rao, George Oghgassian, Layla Adib, Karim El Khoury, Diala Toska, Dennis Slade, Pedro Murta

Producer

Natasha Oneto, Alia Fakha, Omar Khalil, Corinne Sanan & Riyana Khatib, Hanan Mohamed, Seif Fikry & Omar Hindi, Mohammed Aldarsouni

Communications

Category Mind Map

48%

KFC’s campaign "The Original Gamechangers" positions the brand as a champion of inclusivity and empowerment within Saudi Arabia’s rapidly growing esports landscape. By focusing on female gamers—a traditionally underrepresented segment in the Middle Eastern gaming community—KFC commits to breaking historical gender barriers and fostering equal opportunity. This initiative extends beyond mere brand engagement, emphasizing a broader social value: supporting diversity and promoting a more equitable gaming culture. The campaign’s market strategy leverages a nuanced understanding of both the regional gaming ecosystem and cultural dynamics. Recognizing the dominance of male gamers on the global stage, KFC addresses a clear gap by creating a dedicated platform that elevates Saudi female gamers, providing them with tangible opportunities such as registration for the OG Cup, access to competitive leagues, and potential prize rewards. The integrated use of digital media, including social films, TV commercials, and a specialized AI-driven CapCut template, reflects an innovative blend of technology and storytelling aimed at enhancing participation and visibility. This creativity not only engages the target audience where they are most active—online and social platforms—but also encourages user-generated content, amplifying organic reach. KFC’s alignment with the Saudi Esports Federation lends credibility and strengthens local resonance, while the introduction of a branded gamer's meal ties the campaign coherently back to its core product category. Overall, the campaign strategically intertwines cultural empowerment with experiential engagement, positioning KFC as a forward-thinking brand that goes beyond food to embrace social change, thereby deepening its relevance among young Saudi consumers and esports enthusiasts.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. The "Original Gamechangers" campaign is built around celebrating and empowering Saudi female gamers, providing a platform for them to display their skills and break into a historically male-dominated space. The creative approach revolves around spotlighting female gamers as the central 'heroes,' encouraging target viewers to see themselves in these pioneering roles. The films, social content, and the call to create AI avatars emphasize aspirational representation rather than focusing on product demonstration, storytelling resolution, or problem-solution arcs. KFC positions itself as a facilitator of empowerment, associating its brand with the identity and ambition of Saudi girl gamers, making FORMAT#10 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. McDonald’s – Market Positioning McDonald’s positions itself as a global leader in fast food with a focus on family-friendly environments, consistency, and convenience. In Saudi Arabia, it leverages localized menu offerings combined with international staples, emphasizing quality and innovation. Strong investment in digital ordering and delivery partnerships supports accessibility, while consistent marketing targets varied demographics, from kids to working professionals, enhancing broad market penetration. 2. Al Baik – Market Positioning Al Baik is a Saudi-origin brand known for its iconic fried chicken and distinctive spicy sauces, deeply ingrained in local culture. It focuses on delivering high-quality, affordable meals with a fast-service model. Al Baik’s strong nationalistic appeal and trusted taste make it a preferred choice for consumers seeking authenticity and value, dominating the regional quick-service chicken segment with a loyal fan base. 3. Pizza Hut – Market Positioning Pizza Hut in Saudi Arabia emphasizes family dining and convenience with a mix of dine-in, delivery, and takeout services. It differentiates through diverse and customizable pizza options while catering to local tastes and preferences. The brand leverages strong global recognition, digital innovation, and promotional offers to maintain relevance, appealing to younger audiences and families alike. 4. Herfy – Market Positioning Herfy is a leading Saudi fast-food chain that blends local preferences with international fast-food trends. It positions itself as a homegrown brand offering a broad menu including burgers, chicken, and bakery items with a focus on affordability and convenience. Herfy emphasizes its Saudi heritage and strong retail footprint, differentiating through menu variety and competitive pricing aimed at mass-market appeal. 5. Hardee’s – Market Positioning Hardee’s in Saudi Arabia targets a younger, value-conscious demographic with its focus on hearty, flame-grilled burgers and indulgent fast-food items. The brand highlights bold flavors and robust portion sizes, combining American-style fast food with regional adaptations. Its marketing often centers on lifestyle and youth culture, reinforcing an image of a dynamic, energetic brand within the competitive QSR landscape.

Q: What is The Original Gamechangers about? A: The Original Gamechangers is a 2024 campaign by KFC, created in partnership with TBWA\RAAD and the Saudi Esports Federation, targeting the Saudi Arabian market. The campaign centers on empowering and showcasing Saudi female gamers, a group historically underrepresented in the region’s esports scene. Through a dedicated microsite, KFCGaming.me, Saudi women can register for the OG Cup, compete for significant rewards, and gain access to elite Saudi e-leagues. The campaign integrates digital content, social films, TV commercials, and a branded AI CapCut template, all designed to foster inclusivity, celebrate diversity, and position KFC as a champion of female empowerment within the gaming community. Q: What creative device does The Original Gamechangers use? A: The Original Gamechangers employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on aspirational representation, spotlighting Saudi female gamers as the campaign’s heroes and encouraging the target audience to see themselves in these pioneering roles. Rather than focusing on product demonstration or traditional storytelling arcs, the campaign leverages user-generated content, AI avatar creation, and authentic social films to build a relatable and empowering narrative, positioning KFC as a facilitator of ambition and identity for Saudi girl gamers. Q: What is the campaign proposition for The Original Gamechangers? A: The campaign proposition for The Original Gamechangers is to position KFC as a leader in inclusivity and empowerment within Saudi Arabia’s fast-growing esports landscape. By focusing on female gamers, KFC addresses a clear gap in the Middle Eastern gaming community, aiming to break historical gender barriers and foster equal opportunity. The campaign’s strategic messaging targets young Saudi women and esports enthusiasts, underscoring KFC’s commitment to diversity and social progress. This approach not only enhances brand engagement but also aligns KFC with broader cultural movements toward equity and representation in the food and drink market category. Q: How does The Original Gamechangers rank in Clapboard's archive? A: The Original Gamechangers holds a Clapboard Campaign Score of 72/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in KFC's category? A: In Saudi Arabia’s quick-service restaurant sector, KFC faces competition from several major brands. McDonald’s is recognized for its global consistency and family-friendly positioning, leveraging both international and localized offerings. Al Baik commands strong national loyalty with its iconic fried chicken and affordable pricing rooted in Saudi culture. Pizza Hut appeals to families and younger audiences with customizable menus and digital innovation. Herfy stands out as a homegrown brand offering broad menu variety and competitive pricing, while Hardee’s targets youth culture with bold flavors and a focus on hearty, flame-grilled burgers.