Ogilvy Manila

Winner

In 2023, Ogilvy found the simplest, but purposeful, inspirations in leveraging innovation for KFC & Mind You – driven by shared north star to engage its customers in meaningful ways true to their respective reasons for being.

Mind You, an online mental health provider, saw a unique opportunity to help Filipino gamers – 3.4M of whom suffer from mental health problems – find help where they are. Through “House of Healers”, we used in-game healer characters played by professional mental health specialist to heal gamers in real life resulting in 10,882 participants in consultations and livestreams including sustained follow-up sessions.

KFC saw how people now have become more vocal about their desire to co-create with brands. Through KFC Originals, the brands’ first ever AI-generated films, we used AI to help customers create the kind of ads they wanted to see–championing everyone’s creativity and putting them at the heart of the brand.