The Women’s pants pockets They are small, rather added aesthetic that conform to design and not to their function. On average they are 48% shorter and 6.5% narrower than man’s. A smartphone cannot even be saved in them. At least this is what KFC Singapore, next to the R/GA agency, is using as insight in its new advertising campaign.

As part of it, he has presented The Pocket Fixa “solution” so that women’s pockets can also contain “A wrap crispy” of the fast food brand. And he has done it in collaboration with the Cowboy brand based in Singapore, Pinheads.

The campaign has been activated with a view to the International Women’s Day and goes through the launch of this pocket with the exact dimensions of a KFC Trio Pockett (13.5 cm x 19 cm), manufactured with Japanese denim and combining The characteristic elements of KFCsuch as red and white stripes or the colonel’s bow tie. The trio consists of the BBQ Pockett, the Cheesy Pockett and the new specialty of 2025, the Tropical Pockett.

“In female fashion, pockets are usually designed taking into account aesthetics instead of functionality”has expressed Jalene Seah, co -founder of Pinheads. “Our collaboration with KFC, inspired by the form and dimensions of Trio Pockett, has allowed us to create a spacious and practical pocket”.

Carmen Ang, senior artistic director in R/GA, explained: “When we realized that the KFC pockets did not fit in their pocket, we laughed. Because women’s pockets are a kind of joke. Therefore, this International Women’s Day, we wanted to create something fun and really functional to shed light on the subject. ”

The launch of The Pocket Fix will have a series of Activations with influencers of Singapore, who are sewing their pants and dresses pocket, showing the result in the nets through the hashtag #Pocktfix and thus denouncing the lack of functional pockets in women’s fashion.
In addition, the KFC Pocket pattern will be available on the Pinheads website, so that anyone can download it and create their own pockets.

Technical file

Customer: KFC Singapore

• Marketing and Innovation Director: Jaslyn Lam
• Senior Marketing Director: Ginger Soon
• Brand Deputy Director: Elizabeth Lee
• Brand Director: Florence Sjah
• Senior Marketing Executive: Alison Ang
• Marketing Executive: Yoshini Mahalingam
• Digital Marketing Director: Teressa Lee
• Senior Digital Marketing Executive: Suthan Udayakumar
• Digital Marketing Executive: Gavin Tay

Agency: R/GA Singapore

• Executive Creative Director: Ed Cheong
• Creative Director: Reagan Raj
• Senior Art Director: Carmen Ang
• Editor: Jovi Harrison
• Video editor: Windra Pradipta
• Senior Producer: Yahshni Murugayan
• Senior Accounts Director: Miguel Martínez
• STRATEGY DIRECTOR: ALLA BIANCA BRITO
• General Director: Marianne Whitman
• Executive Director: Krishnan Menon

Fashion brand: Pinheads

• Main and co -founder designer: Jalene Seah
• COFUNDADOR: Jonathan Liew