CAN YOU KFC IT?

Creative idea

KFC claimed Romania's busiest outdoor space—the Bucharest subway—by leveraging a unique asset: one of the metro lines on subway maps is shaped exactly like a chicken drumstick. Instead of getting thousands of paid media placements, KFC turned subway maps all over the city into constant crave triggers. Once you KFC it, you can’t unsee it. Furthermore, people could scan the map to unlock different discounts or do the drumstick tour in exchange for a Bucket. This approach maximized visibility in one of the busiest spots in Romania, while connecting with our audience in a playful and engaging way.

Brand name: KFC
Advertiser / client: KFC
Product / service: QSR
Campaign name: CAN YOU KFC IT?
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Romania
Media agency: UM Romania
Digital agency: MRM Romania
Production company: wearekindofstudio
Agency chief executive officer: Catalin Dobre & Ionela Buta
Chief creative officer: Catalin Dobre
Executive creative director: Ioana Zamfir
Art director: Mihai Constantinescu, Andrei Ilincaru, Diana Neagu, Andrei Popa
Copywriter: Paula Ionescu, Ionut Cioroiu, Denisa Gaina,
Account director (agency): Carmen Marin
Client account director: Claudia Cofaru
Media director: Victor Croitoru
Strategic planner / strategist: Stefan Chiritescu
Director: Dorel Ignatiuc
Additional company: Content Director - Ionut Cojocaru Head of Technology - Alex Budin UI/UX Designer - Ionut Dediu AV Producer - Mara Ciama Account Director (UM Romania) - Dora Boldor Media Account Manager (UM Romania) - Oana Grigore Senior Media Planner (UM Romania)- Luana Paun Senior OOH Specialist (UM Romania) - Anca Popescu Senior Digital Manager (UM Romania) - Dany Dinu