2025 Winner

July 1 is Moving Day in Quebec. In Montreal in particular, streets are packed with moving trucks and people struggle to manoeuvre bulky items down narrow staircases. Food takeout and delivery sales surge, with most of those orders being for pizza. To boost relevance and capture attention, KFC linked its tagline to Moving Day mishaps with “Finger Lickin’ Injury Claims.”

The campaign showed how fingers take a beating in the moving chaos – getting jammed, stubbed and strained – and offered a playful insurance policy to compensate injured fingers with free KFC.

The campaign launched with a film dramatizing what fingers go through on Moving Day while simultaneously running personal injury-themed OOH ads and a hotline that directed movers to file their “injury claims” online for a free bucket of KFC.

In just one day, KFC received 12,000 claim submissions, achieved a 680% lift in engagement and saw a 12% increase in sales.

Credits

Agency: Courage
Founder + CCO: Dhaval Bhatt
Founder + CCO: Joel Holtby
Partner + CSO: Tom Kenny
President + Partner: Niki Sahni
Executive Director of Development: Shannon Miller 
PR Coordinator, Intern: Alexandra Smith
Associate Creative Director/Writer: Jason Soy
Associate Creative Director/Art Director: Zuheir Kotob
Group Account Director: Alex Karayanides
Account Director: Kyron Sobers
Account Executive: Zoe Fetsis
Account Coordinator, Intern: Amoryn Witkin
Senior Strategist: Lyndsey Westfall
Executive Producer: Clair Galea
Producer: Katie Fowler
Junior Producer: Sunaina Arora

Production: Skin and Bones
Director: Sam Hughes
Executive Producer: Joan Bell & Liane Thomas
Co Producers : Hanna Rashl- McRonald & Naomi Baker
DP: Jonathan Glendan
1st AC: Josh Smith 
DIT: Kristan Wood 
Graffer: Patrick McQuenan
Key Grip: Nick Julian
Swing: Christian Crosthwaite
Prod Designer:  Inigo Jenkins 
Set Dresser Maddi Davis Jones & Sam Adam Johnston 
Stylist: Vannessa Popoili 
Makeup: Alexandra Rotundo 

Editorial House: Outsider Editorial 
Editor: John Gallagher 
Assistant Editor: Ilya Sarossy 
Executive Producer: Kristina Anzlinger
Executive Producer: Kayan Choi 
Producer: Kelsey Dale-McGrath 

Transfer + Online: AlterEgo 
Colourist: Lily Henry 
Colour Assist: Vika Svishchova
VFX Artist: Darren Achim 
VFX Assistant: Veri Whitaker
Executive Producer: HIlda Pereira
Producer: Bobbi Dedman 

Audio: Eggplant Music and Sound 
Voice Director: Jamie Pennock
Sound Design: Peter Pacey
Engineer: Ben Spiller
Executive Producer: Nicola Treadgold
Producer: Nick Nadeau

Client: KFC
Chief Marketing Officer: Katherine Bond Debecki
Director, Marketing: Azim Akhtar
Marketing Manager, Brand and Partnerships: Jordan Sequeira

Media - Wavemaker