The One Show
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Category
Livestream
Annual ID
OS24_SM066M
About the Work
KFC’s old fries were rated the lowest out of all the QSRs in Canada. In fact, only 1% of Canadians said it was their favorite fries and 87% of Canadians expressed negative sentiments about KFC's fries. They were reviewed as bland and soggy. Not only did the public trash the fries online, they also demanded them to finally meet their end.
Rather than shy away from this embarrassing reality, we decided to embrace it. Before we said hello to the new fries, we were going to formally say goodbye to the old ones by holding the first-ever Fry Funeral. A real, solemn send-off and goodbye to the old, soggy, bland KFC fries.
This came to life with the construction of a Fry Coffin and a fully-realized funeral held at a real funeral home. We live-streamed the funeral, complete with a eulogy and let the world send their regards. The Fry Coffin also made its way around the streets of Toronto in a KFC-branded hearse, starting at a KFC and ending at the funeral home itself. We captured bite-sized TikTok content promoting the end of the old fries and introducing the new ones. Additionally, we used the funeral footage to create a TV spot that ended showcasing KFC's new fries. All of this came together in a fully integrated campaign that consisted of livestreaming on social, digital video, OOH, experiential and TV.
Our campaign became KFC's second biggest PR success ever, garnering over 3.7 billion impressions online thanks to the engaging social campaign. Additionally increasing brand consideration by 85% and brand popularity by 1,950%. Most importantly it made a huge lift in sales. Same store sales grew by a massive 7.8%. And increased store traffic by 2.2% meaning KFC had already exceeded their YTD by only June.
Rather than shy away from this embarrassing reality, we decided to embrace it. Before we said hello to the new fries, we were going to formally say goodbye to the old ones by holding the first-ever Fry Funeral. A real, solemn send-off and goodbye to the old, soggy, bland KFC fries.
This came to life with the construction of a Fry Coffin and a fully-realized funeral held at a real funeral home. We live-streamed the funeral, complete with a eulogy and let the world send their regards. The Fry Coffin also made its way around the streets of Toronto in a KFC-branded hearse, starting at a KFC and ending at the funeral home itself. We captured bite-sized TikTok content promoting the end of the old fries and introducing the new ones. Additionally, we used the funeral footage to create a TV spot that ended showcasing KFC's new fries. All of this came together in a fully integrated campaign that consisted of livestreaming on social, digital video, OOH, experiential and TV.
Our campaign became KFC's second biggest PR success ever, garnering over 3.7 billion impressions online thanks to the engaging social campaign. Additionally increasing brand consideration by 85% and brand popularity by 1,950%. Most importantly it made a huge lift in sales. Same store sales grew by a massive 7.8%. And increased store traffic by 2.2% meaning KFC had already exceeded their YTD by only June.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Courage / Toronto
Client / Brand
KFC / Toronto
Production Company
Spy Films / Toronto
Music / Sound Production Company
Vapor Music / Toronto
Post Production Company
Nimiopere / Toronto
Alter Ego / Toronto
Studio Feather / Toronto
Art Director
Tommy Yong
Creative Director
Andre Paradis
Alain Forget
Ethan Myers
Director of Photography
John Ker
Editor
Nick Yumul
Executive Producer
Clair Galea
Marcus Trulli
Julie Axell
Chantelle Blagrove
Hilda Pereira
Writer
Matt Miller
Assistant Editor
Parnika Raj
Founder, CCO
Dhaval Bhatt
Joel Holtby
Partner, Chief Strategy Officer
Tom Kenny
Senior Strategist
Lyndsey Westfall
Account Coordinator
Chloe Chan
Account Supervisor
Atria Ghosh
Assistant Director
Jeffery Cowan
Casting Agency
Mann Casting / Toronto
Casting Associate
Andy Reid
Casting Director
Steven Mann
Sarah Sheps
Colour Assist
Ebi Agbeyegbe
Colourist
Ana Escorse
Coordinator
Leah Munro
Director, Production Designer
Hope Little
Group Account Director
Alex Karayannides
Nicole De Ravel
Line Producer
Molie Rolfe
Offline
Nimiopere / Toronto
Online
Alter Ego / Toronto, ON
Partner, President
Niki Sahni
Production Manager
Steven Goetz
Senior VFX Artist
Joel Osis
Sound Design
Dave Worthen
Sound engineer
Julian Rudd
Transfer
Studio Feather / Toronto
VFX Assistant
Saba Zahir
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