KFC - '"Mad Mehnat"
An opportunity presented itself just in time for us to creatively celebrate our workforce on Labor Day! The campaign achieved a total reach of 5 million, with 542K views, 2000+ shares, and 1.4K positive comments.
Every year, brands commemorate Labor Day with a simple post of appreciation. However, a post doesn’t suffice for the staff on duty, dedicatedly serving people’s favorite meals in KFC restaurants. In March, a stroke of luck brought Omer Ali, aka Ibn-e-Ali, to the management’s attention. He used rap as a form of self-expression while performing his restaurant duties, and his video went viral overnight.
With Ali’s permission to use his original rap, KFC highlighted one employee’s journey from the streets to outdoing his potential. This is how Mad Mehnat came to life, ready to be served fresh to audiences on Labor Day. The campaign saw a stark increase in engagement and brand love across social platforms, creating a fiery tribute to Pakistan’s labor force.
KFC - '"Mad Mehnat"
An opportunity that presented itself just in time for us to package as the novelist way to celebrate our workforce on Labor Day! Total Reach: 5 million Views: 542K Shares: 2000+ Positive Comments: 1.4k
Every year, brands commemorate Labor Day with a simple post of appreciation. A post doesn’t cut it for the staff on duty, dedicatedly serving people’s favorite meals in KFC restaurants. A stroke of luck in March brought Omer Ali aka Ibn-e-Ali to the management’s attention for his use of rap as a form of self-expression while going about his restaurant duties in a video that went viral overnight.
With Ali’s permission to use his Original rap, KFC highlighted one employee’s struggles from coming off the streets and giving him a space to outdo his own potential. That’s how Mad Mehnat came to life, ready to be served fresh to audiences on Labor Day. A stark increase in engagement and brand love across social platforms for creating a content piece which gives a fiery tribute to Pakistan’s labor.
