2024 Winner

With inflation affecting the prices at fast food chains, KFC’s offer of two pieces of chicken for $2.99 on “Twosdays” stood out as a steal. The “Not Everyone’s Happy” campaign depicted the one person who wasn’t happy: Colonel Sanders, who viewed the promotion as devaluing his “Original Recipe” and legacy.

The campaign, by Courage, showed the Colonel’s outrage as he vandalized the various iterations of the promotion across channels such as TV, TikTok, billboards and emails. A video shows the Colonel getting comically irate and cursing when he discovers the pricing of the promo. The campaign generated more than 10 million unpaid organic views, with the angry Colonel becoming the most successful promo in KFC’s history.

Credits

Agency: Courage
Partner, President: Niki Sahni
Founder, CCO: Dhaval Bhatt
Founder, CCO: Joel Holtby
Partner, CSO: Tom Kenny
Writer: Matt Miller
Art Director: Tommy Yong
Account Director: Amna Khalid
Creative Director: Elma Karabegovic
Senior Strategist: Lyndsey Westfall
Executive Producer: Clair Galea
Producer: Sarah Moen
Producer: Katie Fowler
French Producer: Valerie Lapointe
French Writer: Jack Latulippe

Client: KFC
Chief Marketing Officer: Katherine Bond-Debicki
Marketing Director: Azim Akhtar
Marketing Manager: Laura Mallozzi

Production: Suneeva
Director: Zach Math
Executive Producer: Geoff Cornish
Line Producer: Jeff Pangman
Cinematographer: Christophe Collette
Production Designer: Francois Jordan
Casting Director for English Cast: Steven Mann
Casting Director for French Cast: Denise Charest
SFX Makeup: Louise Mackintosh
Wardrobe Design: Georgia Groom
Social Campaign Director: Devon Ferguson
Social Campaign Producer: Iseult McNamara

Offline: Rooster
Executive Producer: Melissa Kahn
Editor: Marc Langley
Assistant Editor: Sonny Atkins
French Editor: Mariam Fahmy
Social Editor: Jordan Giles

Transfer + Online: Alter Ego
Executive Producer: Hilda Pereira
Producer: Andrew Tavares
Senior Colourist: Eric Whipp (Main Campaign)
Colourist: James Graham (Social Campaign)
Senior VFX Artist: Joel Osis
VFX Assistant: Saba Zahir
Colour Assistant: Samantha Omand

Audio: Vapor Music
Executive Producer: Lindsey Bates
Creative Director: Ted Rosnick
Original Music: Ethan Mentzer
Sound Design: Levi Considine
Sound Design (Social Assets): Kevin Chamberlain
Engineer: Ryan Chalmers

Photography: Undivided
Executive Producer: Scott Houghton
Photographer/Retouching: Nikki Ormerod

Media: Wavemaker
CEO: Nikki Stone
Managing Director: Dan Boem
Senior Media Planner: Blanca Gamez

PR: Narrative
Account Director: Sheri Clish
Associate Creative Director: Kath Flores