2022 Winners & Shortlists

Cultural / Context information for the jury

What do most countries at Expo, the world’s gathering place, have in common? Other than all coming together at the biggest and oldest global event in the world, they all love fried chicken. Kentucky Fried Chicken in particular. Unmatched when it comes to its global presence, KFC exists in more than 145 countries around the world. Many brands claim it, but few can really be as “internationally local” as KFC. Expo 2020 attracts millions coming in from all around the world not just to celebrate their own country, but to learn about others and experience their culture. Little do they know, they all share a common trait: wherever you are, when you think fried chicken, you think KFC. For people in many of these countries, KFC has become synonymous with fried chicken, each giving it their local spin, calling it by a name that is instantly recognizable by their compatriots.

Tell the jury about the art direction.

By utilizing traditional patterns, endemic textures, and local designs of different countries on our world-famous icon, the KFC bucket, the campaign highlighted the deep-rooted connection that KFC has with local cultures around the globe. KFC simply means 'fried chicken'. Anywhere. Everywhere. We replicated several traditional textures in CGI and re-designed never-seen-before buckets for 10 different nationalities.