SOCIAL ME

Campaign idea

KFC stands for real chicken and being real. But what about their main audience? Instead of looking up to real role models, teens religiously follow „perfect influencers”, developing fake online personas rather than working on their real selves. In their formative years, they face a lot of pressure to be perfect on social media. SOCIAL ME - an entertainment web series wrapped around the brand’s philosophy to empower realness and authenticity. The series was aired in four episodes that sparked a countrywide conversation about fakeness in SM and had a cinema premiere that was attended by celebrities, movie critics and, influencers.

Brand name: KFC
Advertiser / client: YUM BRANDS
Product / service: FOOD/QUICK SERVICE RESTAURANT
Campaign name: SOCIAL ME
Agency network: MCCANN WORLDGROUP
Agency: MCCANN BUCHAREST
Additional company: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Production company: Videoedit
Web address: https://www.youtube.com/channel/ucwchpjd8ff7ytezelq6tc0g?view_as=subscriber
Executive creative director: Catalin Dobre
Creative director: Simona Suman, Costin Bogdan, Ion Cojocaru
Art director: Corina Ionita
Copywriter: Mihai Vasile
Account director (agency): Ionela Buta, Raluca Berceanu, Oana Grasu, Cristina Airinei, Ruxandra Florescu
Client account director: Monica Eftimie, Monica Douglas, Gabriel Menciu, Andreea Boala, Gina Zgubea, Tina Cretu, Cosmin Canteri, Claudia Porojan, Florina Calin
Media director: Dana Ochesel, Cristian Ene, Alina Vasile
Pr director: Carmen Bistrian, Corina Nica
Photographer: Anca Lazar
Illustrator: Cornel Zamfir, Catalin Constantin, Aurel Nistor, Sinboy
Film production: Radu Voinea, Geroge Gugulici, Anca Oproiu, Cosmin Spiridon
Director: Ion Cojocaru
Music: Blue Island Music, Daniel Soare, Petre Osman, Iolanda Girleanu, Cristian Calinescu
Screenwriter: Mihai Vasile
Agency producer: Videoedit Studio
Post production: Mirela Muresan, Stefan Samachis, Lucian Iordan, Andrei Cotarta, Oana Pruteanu, Victor Marinache
Post production producer: Alexandru Platon, Valentin Ruscan, Anca Vlasceanu, Marius Botirca, Lucian Asan, Carmen Sandu
Digital creative: Mihai Vasile, Corina Ionita
Event production: Holban Florin Gabi, Ciufu Marius Valentin, Criste Daniel Valentin, Badea Catalin
Additional company: Ana Maria Guran, Bianca Simion, Monica Buscan, Virgil Aioanei, Anghel Andrei