TBWA\RAAD Dubai has created this new campaign, “The Original Gamechangers,” for KFC as part of the “Play KFC” platform in collaboration with the Saudi Esports Federation (SEF). This initiative seeks to revolutionize the gaming scene in the Kingdom of Saudi Arabia by highlighting and supporting female gamers. Demonstrating KFC’s dedication to inclusivity and diversity, “The Original Gamechangers” offers Saudi women a stage to display their skills and potential on the global esports stage.
The Middle East has long been recognized as a hub for exceptional gaming talent, with predominantly top-tier male gamers shining on the global stage. To change this narrative and ensure equal opportunities for all, KFC has unveiled a holistic campaign designed to break historical barriers in the gaming community by providing a platform for female gamers to showcase their talents and potential.
KFC has launched a dedicated microsite, KFCGaming.me, specifically for Saudi girl gamers to register for the OG (Original Gamechangers) Cup. This grassroots platform fosters a supportive environment for competitors, allowing female gamers to demonstrate their skills and compete for significant rewards. Winners will also have the chance to compete in the Saudi e-leagues and earn big prize pools.
Social media has played a crucial role in KFC’s pioneering initiative, as the brand introduced a global first: a branded AI CapCut template exclusively tailored for “The Original Gamechangers”. This innovative tool allows users to visualize an AI version of themselves in the coolest virtual locations.
Ahmed Arafa, Chief Marketing Officer, KFC, Yum! Brands, said: “Through “The Original Gamechangers”, KFC, in collaboration with the SEF, continues to harness the transformative power of gaming. We are proud to pioneer a movement that celebrates diversity and empowers Saudi female gamers. As one of the “Play KFC” platforms supported by SEF, this initiative is not just about gaming; it’s about reaffirming KFC’s commitment to inclusivity and empowerment, contributing to the creation of a more equitable future for all.”
Joe Lahham, Managing Director at TBWA\RAAD, said: “This initiative marks a significant stride towards inclusivity and empowerment in gaming. The campaign showcases our shared dedication with KFC to innovation, highlighting the profound impact of advertising in reshaping cultural narratives and serving crucial causes.”
To amplify its reach and highlight the inspiring stories of female gamers ready to take on the world, the campaign features a series of social films, digital content, and TV commercials, all aimed at creating a more equitable gaming scene. KFC also introduced a special Gamers meal exclusively for this initiative to ensure gamers never go hungry and can fuel their energy.
Calling all Saudi female gamers: Register now at KFCGaming.me to be part of The Original Gamechangers squad! And don’t forget to join the digital movement by creating your AI avatar using the CapCut Template and sharing it with the world, tagging @kfcgamingme.
Credits
Agency: TBWA\RAAD
Joe Lahham (Managing Director)
Frederico Roberto (Executive Creative Director)
Ramez Rahal (Strategist)
Rodrigo Scapolan (Creative Director)
Diogo Seibert (Senior Art Director)
Guilherme Woll (Art Director)
Sanele Ngubane (Senior English Copywriter)
Farida Abdelaal (Arabic Copywriter)
Tony Kayouka (Head of Social and Content)
Hamza Khan (Senior Social Media Manager)
Rand Hilal (Senior Social Media Executive)
Ahmed Abouelnour (Senior Content Creator)
Ahmed Hamza (Senior Account Director)
Richard Rao (Account Director)
George Oghgassian (Senior Account Executive)
Layla Adib (Account Executive)
Rony Skaf (Executive Digital Director)
Rabih Chehayeb (Senior Digital Manager)
Karim El Khoury (Digital Account Executive)
Diala Toska (Digital Account Executive)
Smithesh Krishnan (Senior Designer)
Leo Paul (Senior Digital Designer)
Dheepu Peter (Senior Graphic Designer)
Mike Thomas (Senior Finalizer)
Steve Guiragossian (Finalizer)
Sugan Jeevarathinam (Finalizer)
Girish Sapalya (Retoucher)
Kalaiselvan Mariyappna (Finalizer)
Natasha Oneto (Senior Producer)
Alia Fakha (Producer)
Romy Abdelnour (Head of Communications)
Lea Moufarej (Corporate Communications Executive)
Production – Good People
Director: Nevine Ragab
Stylist: Aisha abu Youssef
Art Director: Ahmed Shaaban
1st AD: Carlos Khalil
2nd AD: Bothina
DOP: Victor Credi
Steady cam: Nadim George
Gaffer: Eshta – My Gaffer
Focus puller: Marwan
Food stylist: Monika
Exec. Producer: Omar Khalil
Producers: Corinne Sanan & Riyana Khatib
Line Producer: Hanan Mohamed
Ass. Producers: Seif Fikry & Omar Hindi
Head of post production: Hussein Aziz
Post Producer: Seif Hany
Head of Production: Waleed Abdelsalam
Media – Hearts & Science
Rawan Hilal – Client Business Partner
Vinay Gangwani – Growth Lead
Reem Usama – Planning Manager
Kamal Al Jabi – Senior Planner
Gaming Agency – Power League Gaming (PLG):
Dennis Slade (Account Director)
Pedro Murta (Account Manager)
Mustafa Kannas (Communications Manager)
Abdul Rahman Hazem (Communications Executive)
Arnor Jonsson (Product & Production Director)
Mohammed Aldarsouni (Producer)
Gisli Gudnason (Technical Director)
Sami Alam (Esports Operations Manager)
Gonzalo Ausejo (Creative Director)
Jesse Tasnim Emad (Graphic Designer)
Sherif Saed (Content & Community Specialist)
