A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

G-04-15. KFC Basket

AgencyHungry Boys
Creative headVlad Sitnikov
Author of ideaKonstantin Kuprianov
ProductKFC Basket
Description
While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it.

So we re-invented the "Baskethead" meme, using Russian reality. We used the power of crowdsource creative from one of the biggest internet youth community in Russia: MDK (similar to 9gag). Within four weeks, KFC basket became a new Russian meme.

Results
Within a month we reached more than 10 million members of the target audience. The number of young people who tried KFC's Basket after the campaign has grown by 50 %.

execution
The insight was "when I have fun with my friends, everything we do should be fun". We positioned KFC basket as a fun way to eat chicken. We engage young people using their own language and launched the first meme campaign in Russia.
The application link
vk.com/app3968952_304645?ref=8
AdvertiserYUM! Brands Russia (KFC Russia)
Team membersTeam

Yum Brands

Peter Rozanski, Director of Marketing and Advertising

Sergei Proshakov Manager for Interactive Marketing

Tatiana Nazina, Brand Manager


MDK

Roberto Panchvidze, creative director

Dmitry Aladyshev, creative, concept

Oleg Feduschak, account manager

Ekaterina Sergeeva, SMM-strategist


HUNGRY BOYS

Vladilen Sitnikov, creative director

Konstantin Kupriyanov, creative group head

Liubov Chubataya, account manager