In a campaign that launches tomorrow KFC Russia and agency Perfect Fools are offering KFC customers the chance to star in their own television commercial.
Perfect Fools created MovieMatic, a machine designed “to direct, shoot, edit and post the footage to YouTube.” KFC customers can use the MoveiMatic to insert themselves into a KFC ad that will be uploaded to YouTube. Once their video is uploaded, “a receipt is printed with the URL and a reminder to watch their creation, share and invite friends to vote.” A “panel of experts” (your guess as to what that means is as good as ours) will then select the best of the bunch to air on Russian television. Technology utilized in the MovieMatic includes: “professional photography lights, two Canon 5D Mark III cameras, computers with bespoke software, storage drives, wifi router and phidgets for the control buttons, plus smaller light emitting gadgets and microphones.”
Piotr Rozanski, marketing director for YUM! Brands Russia said, “KFC is the first brand in Russia to star a customer in a TV campaign. The aim is to captivate, inspire customers, generate lots of brilliant videos showing off their acting and dancing skills, then get them involved in a popularity contest to make them a hero across Russia.”
The MovieMatic will be in Moscow for the next week, and then make a two week tour of St. Petersburg starting on February 19th. Contestants have five days following the creation of their video to generate as many votes as possible. The television commercial featuring the winning contestant will air on March 31st. You can view results here. Credits after the jump.
ECD: Tony Högqvist
Creative Director: Klas Lusth
Producer: Amit Raab, Guido Van Den Meersche
Art Director: Karl Nord
Designer: Erik Nilsson
Technical Director: Bjorn Kummeneje
Developer: Mikael Palm
Developer: Mathias Adolfsson
Developer: Michael Lindfors
Client Lead: Patrick Gardner, Anna Lindequist
Partner Agency: Hungry Boys