2022 Winners & Shortlists

Cultural / Context information for the jury

Chaos. There’s no better way to describe driving in the Middle East. Anyone who’s driven in the region knows the struggle. Cairo’s terrifying traffic with cars coming at you from every direction. Jeddah’s sweltering heat and humidity. Dubai’s tailgaters on its labyrinth of highways. Riyadh’s non-existent street addresses. Beirut’s road rivers after a storm. Only a few examples. You’d be excused to never want to drive anywhere. And you’re not alone; Surveys show that around 80% of people experience driving induced anxiety. But there’s a group of unsung heroes that face that chaos unfazed: delivery drivers. Every day, multiple times a day, they brave the elements, traffic and dangers to make sure people can get their cravings from the comfort and safety of their homes. And, so, they pick up their phones and place an order, undisturbed by the hustle and bustle of the streets. Their hero will arrive shortly.

Tell the jury about the illustration.

A beautifully illustrated campaign to promote how convenient the KFC delivery app is, by portrait the perils of driving in the Middle East. Without leaving your sofa and just one click away, you can order KFC and our drivers will always make the delivery look easy, even when it is not. The intricate illustrations portrait classic situations of the Arab roads, such as road rage, traffic jams, sloppy Tourists, animal crossings and confusing signs, composing them in a fresh and unique vintage style.