The Original Gamechangers.

'The Middle East has long been recognized for its exceptional gaming talent, yet until now, the global stage has predominantly spotlighted male gamers. But what about the women in the Arab gaming community?' (TBWA\RAAD).

The campaign featured the female gamers Shahad Alabih, Meshael and Juju, in collaboration with the Saudi Esports Federation (Campaign Middle East). Saudi women gamers signed up on a dedicated microsite, KFCGaming.me, for the OG (Original Gamechangers) Cup, whose winners could go on to the Saudi e-leagues. Around it ran social films, digital content and TV commercials, a branded AI CapCut template that let users see an AI version of themselves, and a special Gamers meal. It launched in July 2024.