KFC Hong Kong Introduces the Brainwave Bucket – ‘Don’t Overthink, Just Indulge’

The campaign cites recent studies that found Hong Kong is one of the most stressful cities in the world.




Edelman Hong Kong

Buttons Creations

In-Between Frames

KFC has launched a campaign encouraging Hong Kong’s “overthinking citizens to think less and indulge more with Finger Lickin’ Good fried chicken,” the brand said as part of a new promotion.

According to the campaign, stress and overthinking are pervasive in the chaotic 24-hour metropolis, citing studies that Hong Kong is one of the most stressful cities in the world and ranks #1 in the stress index of employees all around East Asia, with 53% of employees feeling pressured and stressed from their day-to-day occupation. The brand adds that “scientific findings have shown that comfort food relieves the stress response in the brain.”

To address the stress issue KFC has partnered with Edelman Hong Kong to launch an integrated campaign centered around the power of comfort food, while telling people “Don’t Overthink, Just Indulge”. They are doing this with a newly-created tech device called the ‘KFC Brainwave Bucket.’


According to Edelman, who worked with the brand on the concept, the KFC Brainwave Bucket is a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app that provides real-time biofeedback showing how active the mind is.

The helmet design, and the mind-detecting enclosure, are based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken, says the brand.

“KFC is the ultimate comfort food!” added John Koay, Edelman’s Regional Executive Creative Director.


“Born from a great truth, we recognize the brand’s ability to provide people in this pressure cooker of a city with a moment of escape – and the Brainwave Bucket is a fun way to prove it.”


Agency: Edelman Hong Kong
Regional Executive Creative Director: John Koay
Creative Director: Oliver Davis
Design Director: Andy Chan
Associate Creative Director: Jerry Lee
Chinese Copywriter: Fanny Lau
Art Director: Carson Ho
Digital Senior Manager: Logan Cheng
Digital Associate Manager: Sammie Wong
Head of Brand: Sofia Yip
GBA Integrated Brand Lead: Crystal Poon
PR Brand Manager: Mona Tin
PR Brand Assistant Executive: Suki Chu
PR Brand Assistant Executive: Carre Choi

Client: KFC Hong Kong Marketing Team

Production: Buttons Creations, In-Between Frames

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