KFC Arabia has launched a Baloot-inspired campaign in Saudi Arabia in collaboration with TBWA\RAAD and Zat Baloot, seeking to turn the popular card game into an integrated brand experience.
Baloot, a card game deeply embedded in Saudi social culture, is known for its rituals, rivalries and distinctive personalities around the majlis table. Rather than simply using the game as an advertising theme, KFC Arabia has built the campaign around the game itself and its cultural significance.
The campaign, developed in partnership with Zat Baloot, a platform for Baloot players in the Kingdom, features a dedicated KFC Baloot box designed for game nights, along with a set of collectible cards celebrating familiar player personalities.
The campaign also brings player-inspired characters to life through a social film, accompanied by an original Saudi music track created to score the wider experience.
The initiative is designed to give audiences an opportunity to interact with the campaign through play and collectibles, rather than limiting the experience to traditional advertising content.
TBWA\RAAD is the creative agency behind the campaign, while Rush Films handled production and BKP Group was responsible for photography production.
