Campaign details
Award show: ROI FestivalAward category: Audience PlanningAward level: GoldBrand: KFCBrand owner: YumCampaign name: 'The Croissant That Sings Praises'Agency: Ogilvy ShanghaiIndustry category: F&B and Catering ServicesRelease date: May 2019Budget: RMB 1-2 millionCountry: China
Background
An online discussion called 996.ICU — a saying which warns Chinese programmers who once embraced working 9 am to 9 pm six days a week that this schedule is putting oneself at risk of getting into the hospital's Intensive Care Unit — went...