In an industry obsessed with attention, we looked for something rarer: work that actually sticks.
For this Cannes Lions special, Communicate brought together industry voices to cut through the noise and spotlight the campaign and agency that delivered more than headlines, and the one driving growth, shaping culture, and proving its effectiveness where it counts.
One campaign. One agency. Not chosen for how loud it was, but for what it actually moved forward.
KFC x Om Bdr proved community listening drives measurable ROI. The campaign achieved KFC’s highest-ever sales mix at 15%, surpassing targets by 120% and performing 2.5x above benchmark. Weekly store transactions climbed sharply, while daily units sold exceeded expectations by 133%.
All collaboration items sold out in under three weeks, highlighting exceptional consumer demand and penetration. Socially, the campaign sparked organic conversation beyond paid media, creating resonance that felt authentic rather than forced. CTR rose 91.25% above category benchmarks, VTR exceeded best-in-class examples by 14%, and creator reach crossed 7 million with over 82,000 engagements. Demand also forced Om Bdr’s seasoning into single-unit sales.
The campaign later won TikTok’s top creative honor, the G.O.A.T. award.
Name of Campaign: Om Bdr – 12th Ingredient
Brand Name: KFC Arabia
Lead Agency: TBWA\RAAD
Awards: TikTok G.O.A.T. Award
This article was originally published in the latest Cannes Lions special issue of Communicate. To explore more interviews, insights, and analysis from global leaders in marketing, media, creativity, and innovation, access the full issue here.
