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 Inc
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

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

Media: Wavemaker