Insight:
In Call of Duty’s Warzone, proximity chat has become the most human part of the game — where enemies talk, trash talk, beg, and sometimes even bond before pulling the trigger. In those split seconds of chaos, strategy turns social. And sometimes… mercy wins.
Idea:
We turned KFC into a new in-game currency. Using Warzone’s proximity chat, we gave players real KFC vouchers to use in the most critical gaming moment: when they’re about to get eliminated.
Gamers could negotiate with their killers, offering them a KFC Bribe Bucket — a real-world reward for showing mercy. If the enemy agreed to the bribe, both players got free KFC.
In a world where food is fuel and trust is rare, we made fried chicken a reason to spare a life. And KFC? It became the most unexpected peace offering in gaming history.
Credits:
Agency: TBWA/Raad
Execution Creative Director: Frederico Roberto
Creative Director: Rodrigo Scapolan
Associate Creative Director: Ayman Shehade
Execution Creative Director: Frederico Roberto
Creative Director: Rodrigo Scapolan
Associate Creative Director: Ayman Shehade