The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Physical Products
Annual ID
OS24_EX054M
About the Work
Problem
With 30% of KFC's business in France originating from delivery platforms, delivery drivers risk their lives on bicycles every evening to deliver KFC meals.
Despite the alarming rise in accidents, some of which have tragically resulted in fatalities, the organizations they work for fail to provide them with necessary equipment for safe working conditions.
Idea
Inspired by its iconic bucket-shaped logo, KFC developed a specialized backpack equipped with three luminous stripes. The primary aim is to enhance the visibility of delivery drivers and thereby reduce the occurrence of accidents.
Execution
Upon collecting their orders from KFC, delivery drivers are offered this specially designed backpack as a replacement for their existing ones.
The backpack, which is connected to the bike via Bluetooth, features innovative signaling capabilities, allowing drivers to indicate turns or stops effectively. The stripes on the sides flash in accordance with the direction of the turn, while all three stripes turn red when the driver comes to a halt.
With 30% of KFC's business in France originating from delivery platforms, delivery drivers risk their lives on bicycles every evening to deliver KFC meals.
Despite the alarming rise in accidents, some of which have tragically resulted in fatalities, the organizations they work for fail to provide them with necessary equipment for safe working conditions.
Idea
Inspired by its iconic bucket-shaped logo, KFC developed a specialized backpack equipped with three luminous stripes. The primary aim is to enhance the visibility of delivery drivers and thereby reduce the occurrence of accidents.
Execution
Upon collecting their orders from KFC, delivery drivers are offered this specially designed backpack as a replacement for their existing ones.
The backpack, which is connected to the bike via Bluetooth, features innovative signaling capabilities, allowing drivers to indicate turns or stops effectively. The stripes on the sides flash in accordance with the direction of the turn, while all three stripes turn red when the driver comes to a halt.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Havas / Paris
Design Firm
66 Origin / Paris
Client / Brand
KFC France / Paris
Art Director
Didier Richarth
Jean-Yves Del Volgo
Chief Creative Officer
Gaubert Stéphane
Chief Marketing Officer
Pierre Cailleau
Copywriter
Adrien Raderscheidt
Creative Director
Jordan Molina
Ludovic Miege
Brand Director
Guillaume Saez
Directrice de production
Carine Petit
Head of Creative Planning
Romain Roux
Managing Director
Isabelle Herman
Partner
Patrick Le Cerf
Schiari Sophie
Press Relations
Victor Sevaux
Vice Président
Autret Séverine
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