Title	UNITED BY THE BUCKET
Brand	KFC
Product/Service	UNITED BY THE BUCKET - BRAND CAMPAIGN
Category	A06. Use of Original Music
Entrant	KFC NORTHERN EUROPE Amsterdam, THE NETHERLANDS
Idea Creation	CLOUDFACTORY Amsterdam, THE NETHERLANDS
Production	PINK RABBIT Amsterdam, THE NETHERLANDS

Name	Company	Position
Sandrine Le Goff	Cloudfactory	ECD
Jessica Kersten	Cloudfactory	ECD
Vincent Versluis	Cloudfactory	Art Director
Florian Hollander	Cloudfactory	Copywriter

Write a short summary of what happens in the film

The film is all about the melting pot of cultures and backgrounds who eat and work at KFC, who don’t always have the stage. We intend to show their “original spice” with an unapologetic attitude. It starts in the restaurant kitchen with the crew, the springboard to the craziness that comes next. In a sequence of fast paced, fun, quirky scenes, we go from influencer to influencer in scenes that show them as their original selves, as they eat or wait for their fried chicken all united by the iconic bucket. The film conveys the lightheartedness of the brand, joyfully at odds with these Covid times. Instead of ending in the classic Colonel logo, we show the face of the people who represent his attitude. Because the real secret to KFC’s original recipe is not just the food, it’s the mix of people who share a bucket.

Cultural / Context information for the jury

In the Netherlands, KFC communication had been inconsistent over the years and was losing relevance. As a challenger brand in NL, previously KFC had wanted to be mainstream like McDonalds but now it was time to recognize the people who work and eat at their restaurants: a multicultural audience. We celebrate that diversity (at the core of the brand since the Colonel “sat truck drivers and millionaires at the same table”), bring people who don’t always have the spotlight, their stories, background and talent, to the forefront of the brand. Because these influencers are the true counterculture of the Netherlands and resonate with a young local audience: Joost Klein, rapper, and his YouTuber friends, StuntKabouter and Japie; Shamiro, Amsterdam night mayor; Saskia, stunt driver; Jimmy Paul, upcoming fashion designer; House of Vineyard, Vogue dancers; Jasmijn, street football legend. The Black Lives Matter movements that arose months later reinforced this choice.

Tell the jury about the creation of the original music track.

Reasons to create an original track: 1) KFC is all about the “original recipe”, it made sense to have an original song 2) we wanted the film and music to resonate with the young, multicultural target; 3) if we were using real people with real talent, we wanted to give our rapper the chance to create a track We briefed Joost Klein, a 22-year-old rapper, on the idea of owning your originality and sharing it with others. It was still an open brief, we wanted him to have carte blanche to write the lyrics and create the music in his own style. The result is a “catchy-whistle” song that takes inspiration from other influencers in the film, with a healthy dose of randomness, Joost’s usual signature; it speaks to the target because it’s the music they listen to, with the attitude they respect, by the people they look up to.