Equal Pay Day

Creative idea

Women in Slovakia earn on average 16.6% less than men in the same position. At KFC, equality is upheld, which is why both men and women are paid fairly without any difference. However, we understand that this might be hard to hear from a brand that has been represented by a man for 80 years. That's why, on Equal Pay Day, we decided to replace him with a woman. A special logo represented a special discount—16.6% off across Slovakia, but only for women.

Brand name: KFC
Advertiser / client: Queensway Restaurants, Slovakia
Product / service: KFC
Campaign name: Equal Pay Day
Agency network: PUBLICIS
Agency: Wiktor Leo Burnett, Bratislava
Executive creative director: Peter Kačenka
Creative director: Martin Motáček
Art director: Richard Sokol
Copywriter: Branislav Macko
Designer: Barbara Kršková
Account director (agency): Lucia Kovárová
Client account director: Agnieszka Imsirovic
Additional company: Peter Gura - Production Manager