1st Week & KFC x Pestle Mortar Case Study

The first week has been really chill, we were introduced to our main brief, we were divided into groups and we had to choose among a few businesses and non profit businesses in Malaysia to work on our project.

My group and I found that using PAWS and Maybank as our businesses would be an interesting combination, since we had to promote both business by providing 5 different designs.

I dropped down a few of my ideas to help me to make a choice, here is the various tryouts.

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After this we’ve been showed an example by Naga DDB from Malaysia, who did a promotional campaign for KFC, where they used the fact that KFC is old and sort of reviving the retro fashion in the modern age. They worked in cooperation with a clothing line called “Pestle Mortar” to design several clothes in ‘the old ways’ but with the graphics relating to KFC and they’ve also design a merch shop which look like the old KFC shop of Malaysia when it was first opened to sell the products.

Moreover, the graphics also consists of some nostalgic images relating to KFC in Malaysia and they had a promotional video where they showed youngsters wearing these stylish retro clothing and they still look like…. Trendy and not like weirdos walking around, to encourage other youngsters to go for this look. Actually the moment they’ve started this campaign, there was the national Malaysian day, so they’ve also focused on that, so in the promotional video there was an old Malaysian song and the youngsters were all Malaysians, either Chinese Malaysian, Indian Malaysian, just to relate to this event.