Hong Kong – Global fast food brand KFC has launched a new campaign, encouraging overthinking to think less and indulge more with their signature fried chicken–using a brand-new tech device called the ‘KFC Brainwave Bucket’.
Conceptualised alongside Edelman Hong Kong, the device is a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is.
The helmet design, and the mind-detecting enclosure, are based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken.
The campaign is based on recent studies that indicate Hong Kong is one of the most stressful cities in the world and ranks first in the stress index of employees all around East Asia, with a massive 53% of employees feeling pressured and stressed from their day-to-day occupation. However, scientific findings have shown that comfort food relieves the stress response in the brain.
John Koay, regional executive creative director at Edelman, said, “Born from a great truth, we recognise the brand’s ability to provide people in this pressure cooker of a city with a moment of escape – and the Brainwave Bucket is a fun way to prove it. Partnering with KFC always brings so much excitement and innovative opportunity and this campaign is a great demonstration of that.”