2025 Winner

CASE SUMMARY

July 1st is Moving Day in Quebec. It’s one day where over 200,000 residents move at the same time. So while the rest of Canada is celebrating Canada Day, Quebec, particularly Montreal, is in absolute chaos: streets are packed with moving trucks, furniture is piled up on sidewalks, and people struggle to maneuver bulky items down narrow staircases.

With plates and utensils packed away, takeout and delivery sales surge on this day with 85% of movers ordering and two-thirds of them choose pizza. In the past, KFC has struggled with visibility and sales in Quebec on Moving Day and needed to find a way to boost relevance and capture attention.

On Moving Day, fingers take a beating – getting jammed, stubbed, and strained in the chaos. But with all these injured fingers, how can KFC still live up to being “Finger Lickin’ Good”?

KFC linked its iconic tagline to the inevitable finger mishaps of Moving Day with “Finger Lickin’ Injury Claims”– a playful insurance policy to compensate injured fingers with free KFC.

KFC launched with a film dramatizing what fingers go through on Moving Day, while simultaneously running personal injury-themed out-of-home 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 on a day when Quebecois typically order pizza. Movers could now report their Moving Day finger injuries and be rewarded with free KFC, making KFC the go-to choice after a hard day of moving.

Credits

Agency: Courage
Dhaval Bhatt - Founder + CCO
Joel Holtby - Founder + CCO
Tom Kenny - Partner + CSO
Niki Sahni - Partner + President
Raul Garcia - Executive Creative Director
Hemal Dhanjee - Creative Director
Steve Ierullo - Creative Director
Alex Karrayanides - Group Account Director
Kyron Sobers - Account Director
Atria Ghosh - Account Supervisor
Rami Dudin - Group Strategy Director
Clair Galea - Executive Producer
Katie Fowler - Producer
Sunaina Arora - Producer + Post Producer
Marcus Barrie - Editor

Production: Merchant
Jason Jeffrey - Director
Adam Marsden - DP
Ian Webb - Executive Producer
Hayley Taylor - Executive Producer
Maryna Petrenko - Producer
Jessica O’Reilly - Production Designer
Ron Parrell - 1st AD
Kyle Lauzon - Production Manager
Adelle Gaudet - Stylist
Cristina Rubiales - Hair & MUA Artist
Foodstylist - Sean O’Connor

Transfer + Online: Alter Ego
Colourist - Lily Henry
Colour Assistant - Daniel Saavedra
VFX Lead - Eric Perrella
VFX Artists - Sebastian Boros, Victoria Gaston
VFX Assistant - Nupur Desai
Senior Motion Designer - Edward Deng
Producer - Mariya Guzova
Executive Producer - Hilda Pereira

Audio: Vapor Music
Creative Director - Ted Rosnick
Sound Engineer - Ryan Chalmers
Producer - Matilde Mata
Executive Producer - Lindsey Serlin

Client: KFC
Katherine Bond Debecki - Chief Marketing Officer
Azim Akhtar - Director of Marketing
Jordan Sequeira - Brand Manager