2025 Winner
SilverTelevision Campaign – Small Budget
MeritIntegrated Campaign
KFC
"Superstitious"
Courage
"Superstitious"
Courage
Just like all NHL fans who were feeling superstitious ahead of the Stanley Cup Playoffs, KFC was, too. “Superstitious” was intended to create good luck for the Edmonton Oilers – which KFC sponsors – by going back in time to 1990, when the Oilers last
won the Stanley Cup.
KFC replayed the same ads it aired in 1990 in paid social posts and during games on TV. KFC even brought back ’90s pricing with its 18-piece chicken bucket deal for $18 in Edmonton, with good results: Alberta experienced its highest sales month on record during the campaign period.
won the Stanley Cup.
KFC replayed the same ads it aired in 1990 in paid social posts and during games on TV. KFC even brought back ’90s pricing with its 18-piece chicken bucket deal for $18 in Edmonton, with good results: Alberta experienced its highest sales month on record during the campaign period.
Credits
Agency: CourageNiki Sahni: Partner + President
Dhaval Bhatt: Founder + CCO
Joel Holtby: Founder + CCO
Tom Kenny: Partner + CSO
Jesse Wilks: Creative Director
Gerardo Agbuya: Creative Director
Jesse Wilks: Copywriter
Gerardo Agbuya: Art Director
Derek Mollenhauer: Strategy Director
Lyndsey Westfall: Sr. Strategist
Alex Karayannides: Group Account Director
Kyron Sobers: Account Director
Nick Lepp: Account Supervisor
Zoe Fetsis: Account Executive
Clair Galea: Executive Producer
Sarah Moen: Senior Producer
Rachel D'Ercole: Producer
Raquel Mullen: Senior Integrated Producer
Tania Gaudio: Integrated Producer
Client: KFC
Katherine Bond Debecki: Chief Marketing Officer
Telly Carayannakis: Performance Marketing Director
Lauren Pottie: Senior Manager, Media & Regional Marketing
Luke Melenberg: Performance Marketing Manager
Offline: Outsider Editorial
Editor: John Gallagher
Executive Producers: Kayan Choi & Kristina Anzlinger
Editorial Assistants: Denisse Pressacco & Dana Ryan
Transfer, VFX & Online: Alter Ego
Executive Producer: Hilda Pereira
Colourist: Eric Whipp
Colour Assistant: Daniel Saavedra
Online Artist: Jake Hussey
Senior Producer: Andrew Tavares
Audio: Boombox
Partner & Creative Director: Roger Leavens
Creative Director: Chris Stiliadis
Casting Director: Kaliopi Kuzyk
Engineers: Kara MacKinlay
Partner & Executive Producer: Umber Hamid
Senior Producer: Spencer Houghton
Production (Stills):
Joe Calleja - Senior Production Designer
Simon Tuckett - Senior Retoucher