众所周知，香港是世界上生活压力最大的城市之一。KFC肯德基称，研究显示，安慰性食物有助于缓解大脑的压力反应。
于是，为鼓励香港人“停止过度思考”， ‘Brainwave Bucket’（脑波桶）问世。这是一款智能头盔，灵感源自肯德基经典全家桶的形状，配有一个内置头带，可以分析大脑活动。头盔中的数据通过与应用程序连接，为应用程序提供“实时生物反馈”，可以显示出用户思维活跃度。
首先，顾客可以参与挑战，据说吃鸡肉将有助于减少大脑活动的压力。如果真是这样（即顾客维持脑电波平稳）还将获赠更多鸡肉作为“奖励”。
尽管Ad Nut认为（智能头盔）一定应用了复杂的科学技术，但这个营销活动似乎用意想不到又有趣的方式，让人们吃掉更多鸡肉。吃油炸和油腻食品的负罪感其实增加了日常的生活中的压力。如果这样简单地享受食物就能让人得到奖励，创意的确让人耳目一新。
CREDITS
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
 Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'. |
