Effie Singapore Shortlist

Every brand speaks of fortune during Chinese New Year. We decided to let the people make their own luck instead.

KFC's festive special was Cereal Chicken - juicy deep fried chicken coated with tiny cereal flakes. So tiny, that we hijacked it to incept 8 numbers, made out of cereal itself, right into a typical product shot. And turned our outdoor ads into the source of frenzy as Singaporeans attempted to analyse and decode the combination that would win them $18,000.