The Original Gamechangers.
KFC's Play KFC platform opened an esports cup for Saudi women gamers with the Saudi Esports Federation, fronted by three female gamers, with a Gamers meal and an AI CapCut template.
- العلامة التجارية
- KFC Arabia
- الوكالة
- TBWA\RAAD
- السوق
- السعودية
- المنطقة
- السعودية
- السنة
- 2024
التحدي
'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).
الفكرة
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.
مصدر دراسة الحالة: TBWA\RAAD المصدر ↖
الجوائز
- TikTok Ad Awards METAP 2024The Trendsetterفضية
- Athar Festival Awards 2024Best Empowerment Campaignفائز
فريق العمل
- الشريك
- Saudi Esports Federation
- الإنتاج
- Good People
- المخرج
- Nevine Ragab
- الإعلام
- Hearts & Science
- Gaming agency
- Power League Gaming
