The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
About the Work
For China's youth, eating out used to mean eating at KFC. But in today's social age, the rise of food platform giants on China's social expanded their dining choices exponentially; it also changed dining habits to ordering in. The challenge was how to attract today's youth to eat out at KFC. Food Delivery platforms on China social, backed by China's top digital and social giants, shifted the dining habits of China's youth. Meal choices and deals exponentially increased, all accessible with a tap. KFC's physical location dominance became less relevant. Meal decision making happens on social messaging, before stepping out of the door. KFC has 0 social presence during this decision-making process. The original task was to do ads on social to remind people to dine at KFC. Instead we built loyalty by letting them. Your social media is valuable real estate, build your KFC Store on it. We created a new business model: Social Gaming Commerce It's built like a social game but with real social commerce selling KFC. You can DIY your store design right on your WeChat social. But this virtual store earns real cash profits, when friends buy from your social account and claim at any physical KFC branch.
2020 Awards
Total Points: 2
Merit
Credits
Digital Agency
Accenture Interactive China / Shanghai
Animator
Caser Peng
Art Director
Cecilia Choi
Murphy Huang
Orange Qu
Account Team
Andrew Hu
Jocelyn Ren
Vera Wang
Caesar Wang
April Ye
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