KFC has enhanced its "Play KFC" platform with a new campaign, "The Original Gamechangers," created by TBWA\RAAD. This campaign features female gamers Shahad Alabih (@shahadalabih), Meshael (@meshaelm), and Juju (@btrfly3) and is a collaboration with the Saudi Esports Federation (SEF).
"The Original Gamechangers" aims to revolutionize the gaming landscape in Saudi Arabia by spotlighting and supporting female gamers. It aligns with KFC's commitment to inclusivity and diversity, showcasing these gamers' skills and potential on a global stage.
Ahmed Arafa, Chief Marketing Officer at KFC, Yum! Brands, stated, "Through 'The Original Gamechangers,' KFC, in collaboration with SEF, leverages the transformative power of gaming. We are proud to pioneer a movement celebrating diversity and empowering Saudi female gamers. This initiative, supported by SEF, reaffirms KFC's commitment to creating a more equitable future for all."
KFC has also launched a dedicated microsite, Hearts, for Saudi girl gamers to register for the OG (Original Gamechangers) Cup. This grassroots platform supports female gamers, offering them a space to showcase their skills and compete for significant rewards. Winners will also have the opportunity to compete in the Saudi e-leagues for substantial prize pools.
Joe Lahham, Managing Director at TBWA\RAAD, noted, "This initiative represents a significant step towards inclusivity and empowerment in gaming. The campaign underscores our shared commitment with KFC to innovation and the role of advertising in reshaping cultural narratives and supporting crucial causes."
Historically, the Middle East has been known for its exceptional gaming talent, predominantly among male gamers. To change this narrative and ensure equal opportunities, KFC has launched a comprehensive campaign to break barriers in the gaming community, providing a platform for female gamers to demonstrate their talents and potential.
Social media played a key role in KFC's initiative, with the brand introducing a global first: a branded AI CapCut template for "The Original Gamechangers." This tool allows users to visualize an AI version of themselves in virtual locations.
To extend its reach and highlight the stories of female gamers ready to make their mark, the campaign includes social films, digital content, and TV commercials, all aimed at creating a more equitable gaming scene. Additionally, KFC introduced a special Gamers meal for this initiative, ensuring gamers stay fueled and energized.
Saudi female gamers who want to join the initiative can now sign up here to become members of The Original Gamechangers squad.
"The Original Gamechangers" aims to revolutionize the gaming landscape in Saudi Arabia by spotlighting and supporting female gamers. It aligns with KFC's commitment to inclusivity and diversity, showcasing these gamers' skills and potential on a global stage.
Ahmed Arafa, Chief Marketing Officer at KFC, Yum! Brands, stated, "Through 'The Original Gamechangers,' KFC, in collaboration with SEF, leverages the transformative power of gaming. We are proud to pioneer a movement celebrating diversity and empowering Saudi female gamers. This initiative, supported by SEF, reaffirms KFC's commitment to creating a more equitable future for all."
KFC has also launched a dedicated microsite, Hearts, for Saudi girl gamers to register for the OG (Original Gamechangers) Cup. This grassroots platform supports female gamers, offering them a space to showcase their skills and compete for significant rewards. Winners will also have the opportunity to compete in the Saudi e-leagues for substantial prize pools.
Joe Lahham, Managing Director at TBWA\RAAD, noted, "This initiative represents a significant step towards inclusivity and empowerment in gaming. The campaign underscores our shared commitment with KFC to innovation and the role of advertising in reshaping cultural narratives and supporting crucial causes."
Historically, the Middle East has been known for its exceptional gaming talent, predominantly among male gamers. To change this narrative and ensure equal opportunities, KFC has launched a comprehensive campaign to break barriers in the gaming community, providing a platform for female gamers to demonstrate their talents and potential.
Social media played a key role in KFC's initiative, with the brand introducing a global first: a branded AI CapCut template for "The Original Gamechangers." This tool allows users to visualize an AI version of themselves in virtual locations.
To extend its reach and highlight the stories of female gamers ready to make their mark, the campaign includes social films, digital content, and TV commercials, all aimed at creating a more equitable gaming scene. Additionally, KFC introduced a special Gamers meal for this initiative, ensuring gamers stay fueled and energized.
Saudi female gamers who want to join the initiative can now sign up here to become members of The Original Gamechangers squad.