Ø2* KFC SPAIN
KFCOPYPASTE—
According to KFC, over half a million videos (516,000) exist claiming to share the cooking method for the original recipe, which led it to devise a response to this demand. KFC Spain has begun the “Copy/Paste” campaign. This includes a website where amateur videos posted to YouTube, claiming to use the Colonel’s original recipe, can be exchanged for authentic brand products. The site features a link converter for the YouTube URLs, allowing viewers of copycat films to receive a code that they can redeem within any participating KFC restaurant.
Agency: PS21 | Head of Art | Creative Art Director
Awards
Cannes Lions: Silver (Social - Influencer) | Bronze (Social - Innovative use of community) | Shorlist (Direct & Creative data)
OneShow: Bronze (Creative Use of Data)
El Sol Festival: Gold (Media) | Silver ( Activation Innovation) | Bronze (Strategy & Creativity)
CdeC: Gold (Craft) | Silver (Idea) | Bronze (Innovation)
Eficacia Awards: Silver (Tactical actions)
