KFC brainwave bucket helmet challenges people to experience the power of comfort food

kfc & edelman bring brainwave bucket pop-up to hong kong

On October 22, KFC and ad agency Edelman brought a giant, interactive bucket-shaped pop-up to KFC’s flagship store in Hong Kong with their Brainwave Bucket campaign. For one day only, the event challenged stressed and overthinking Hong Kongers to experience the power of comfort food with the new brainwave reading helmet inspired by the iconic chicken bucket. Encouraging participators to think less and indulge more, the device’s built-in headband analyzed people’s brain activity while their senses were stimulated by deep fried chicken. Those who embraced the comforting qualities of the signature meal and stopped overthinking were rewarded with even more fried chicken. 

KFC brings giant bucket-shaped pop-up to Hong Kong | all images courtesy the author

encouraging people to think less, indulge more

Studies indicate that Hong Kong is one of the most stressful cities in the world, ranking first in the stress index of employees all around East Asia. However, scientific findings have also proven that comfort food has the power to relieve the stress response in the brain. As such, with Brainwave Bucket, beloved fast food chain KFC collaborated with Hong-Kong-based ad agency Edelman to encourage citizens of the chaotic metropolis to put their worries aside and indulge in the comfort of the Colonel’s signature chicken in the heart of the city.

Brainwave Bucket helmet inspired by the iconic KFC chicken bucket

People were invited to sit inside a large bucket-esque structure and challenged to put on the brainwave-measuring helmet, shaped like KFC’s signature chicken bucket, while watching a tantalizing video of some sizzling fried chicken. A built-in headband analyzed the brainwaves, sending the data to a connected app that provided real-time biofeedback on how active, or relaxed, the mind was. Those who managed to keep their brain waves in a lower, calmer state, were rewarded with more KFC chicken and goods.

a built-in headband analyzed people’s brain activity

those who embraced the comforting qualities of the signature meal were rewarded with more fried chicken

a connected app provided real-time biofeedback showing how relaxed the mind was

project info:

name: KFC Brainwave Bucket
designer: Edelman

client: KFC

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edited by: ravail khan | designboom