KFChicane

Client: Yum!

When Formula 1 roared into Montreal, KFC didn’t just want to join the noise but wanted to become part of the track itself. Instead of paying millions for a logo placement, KFC found a clever overlap between the sport and its brand. Every F1 track has chicanes; the red-and-white-striped turns that perfectly mirror KFC’s iconic bucket. So during race week, KFC turned these stripes into bold out-of-home moments across Montreal, making KFC visible to fans in Montreal and viewers around the world.