The Drum Awards for Marketing - Extended Deadline

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Client: KFC
Date: Jan 2018
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Colonel Sanders has landed in France with a new campaign. Truly, the Colonel was already in the country, having opened its first restaurant in the country back in 1991, but 26 years later, only 3% of French people know who he is.

For over a quarter of a century his trademark face has appeared on buckets but has never been a part of the brand’s communication. Until now. KFC, along with agency Sid Lee Paris, are building his story, launching a new communication platform to kick off the year. The campaign begins with a 90-second film which aired in prime time, introducing the character to the population for the first time.

The film follows the Colonel who, after overhearing two young French guys chatting indifferently about his chicken, embarks on a journey from Kentucky to the Gallic country, pushing a young bucket of chicken on a swing set, performing stunts on a motorcycle and riding a couple of crocodiles in a river in the process. Intent on introducing himself, he’s prepared to confront any challenge to explain that his is no ordinary bucket of chicken, that his secret blend of 11 herbs and spices took him over 40 years to perfect (in a remarkably strong American accent of course, lest we forget his origins). The actor playing the French Colonel isn’t a celebrity, as are featured in many of the US spots.

Credits

Agency: Sid Lee Paris

Client: KFC France

Ad Title: Colonel Sanders

Chief Creative Officer: Sylvain Thirache - Executive Creative Director

Brand Supervisors: Frédéric Levacher, Pascale Laborde, Sophie Lacroix, Cécile Lequeux

Creative Directors: Céline & Clément Mornet Landa

Agency Supervisors: Johan Delpuech - President, Mehdi Benali - Managing Director, Héloïse Marchal -

Account Director, Benoit Fernandes - Account Manager

Copywriter: Simon Lamasa

Art Director: Sophie Dherbecourt

Head of Strategy: Benoit Pellevoizin

Strategist: Patrice Zamy

Head of Production: Thomas Laget

Agency Producer: Marine Redon

Production Company: La\Pac

Producer: Delphine Guerin

Director: Jeff Low

DOP: Martin Ruhe

Music: Sanjiv Sen

Music Producer: Schmooze

Post Production: Mathematic

Post Producers: Jane Jamaux & Paul Crehange