EVERY SHAWARMA NEEDS A CURB

Creative idea

In Romania, the curb isn’t just concrete. It’s the table where shawarma has always been eaten — until cars turned it into a parking space. To launch Crispy Shaorma, KFC — a brand anchored in urban culture — decided to give the curb back to the people, because what is good food if you can’t enjoy it properly? So we built the largest concrete curb, a curb no car could park on, but everyone could eat on. Driven through Bucharest, it starred in a mockumentary-style branded content, reclaiming the city’s most iconic table and turning frustration into a cultural celebration.

Brand name: KFC
Advertiser / client: KFC
Product / service: KFC Crispy Shawarma
Campaign name: EVERY SHAWARMA NEEDS A CURB
Agency network: GOLIN
Agency: Golin Romania
Creative director: Ioana Munteanu
Art director: Andrei Popa
Copywriter: Ionut Iordache
Account director (agency): Ariana Stanescu, Vlad Anghel
Managing director: Cristina Butunoi
Pr director: Ruxandra Simion, Iancu Sabina
Additional company: Adrian Anghel (Head of Digital Content), Iulia Ghita (Senior Digital Associate), Cristina Dobre (Senior Digital Associate)