New York City-based advertising agency Ogilvy and Mather's latest ad campaign for KFC Hong Kong is on fire... so to speak. Tasked with advertising the release of KFC's Hot & Spicy chicken, the agency created a clever collection of images that morphs the flaky breading and orange tint of crispy chicken into smoke and flames.

The clever Photoshop jobs include compositions of the spicy chicken with space shuttles, power rangers (we think?) and a rocket-toting drag racing car, but the concept has taken on a life of its own as all good memes do. A few Twitter users around the world have started Photoshopping their own versions of fried-chicken-as-fire.

The series of advertisements picked up attention from the Post-Production Ads Reference Awards for the clever campaign—a well -eserved accolade. Below are a list of contributors to the campaign, as seen on the Ogilvy and Mather agency’s Behance collection.

Agency: Ogilvy & Mather Hong Kong

Client: KFC Hong Kong

Chief Creative Officer: Reed Collins

Creative Director / Business Partner: John Koay

Creative Director: Matt Nisbet

Associate Creative Director: Kai Fung Chan

Art Director: John Koay

Account Manager: Stella Fung

Project Manager: Jennifer To

Photographer: Illusion, Bangkok

Illustrator: Illusion, Bangkok

Retoucher: Illusion, Bangkok