| Title | RICH KIDS OF INSTAGRAM |
| Brand | KFC ROMANIA |
| Product/Service | RESTAURANTS |
| Category |
A01. Creative Effectiveness |
|
Entrant
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
MRM//McCANN Bucharest, ROMANIA
|
Credits
| NIR REFUAH |
MRM//MCCANN ROMANIA |
CHIEF CREATIVE OFFICER |
| IOANA FILIP |
MRM//MCCANN ROMANIA |
EXECUTIVE CREATIVE DIRECTOR |
| SANDRA BOLD |
MRM//MCCANN ROMANIA |
COPYWRITER |
| MIRUNA MACRI |
MRM//MCCANN ROMANIA |
ART DIRECTOR |
| VICTOR CROITORU |
UM ROMANIA |
MEDIA DIRECTOR |
| CARMEN BISTRIAN |
MCCANN WORKDGROUP EUROPE |
CREATIVE EXCELLENCE MANAGER |
Brief Explanation
The new KFC campaign challenged youngsters to take a stand, show the world that you don’t have to be swimming in cash to be rich in happiness. We decided to troll the ones who have most money, the rich kids of Instagram, teens that became internet famous for flashing their possessions. All Romanian teens had to do was to recreate the rich kids photos with their budget surroundings and props, upload it on our generator and get shared on all KFC social media.
In just days, our hashtag #littlemoneybigfun took over Facebook and Instagram with hundreds of photos where diamonds were replaced by diamond tattoos, lions by cats, infinity pools with inflatable ones and private jets with toy planes.
The campaign was picked by hundreds of media publications and generated other online trends mocking the richkids: #littleparishilton and #richdogsofinstagram and got a response from the rich kids of Instagram.