Imitation is wonderful, but advancing your idea. Grrr!!??
During cricket season in Australia (summer) 2017, Ogilvy Sydney and KFC Australia turned a spectator trend into a campaign idea – wearing a KFC bucket on your head to show your support for cricket. The campaign asked Australians nationwide to join The HCG (home cricket ground) Buckethead Army, with a silly song and a funny film.
This northern hemisphere cricket season (summer), Wieden + Kennedy Amsterdam and KFC Russia have made real hats that double as buckets – and show wearers’ support for cricket.
The Russian KFC bucket hat was designed in partnership with St. Petersburg streetwear brand, Mam Cupy and sells for 1,800 rubles (AU$41). The hats sell for 1,800 rubles, which is about $30 U.S. The logos of both brands appear upside down on the hat – so right side up when the hat is used to hold chicken.
“The brand follows the aspirations for creativity and innovation set by the founder, Colonel Sanders, and this time it brings to life our iconic chicken bucket in a fascinating and experimental way,” stated KFC Russia marketing director, Daniel Rubinovski.
“We hope this will excite KFC fans, and who knows what will serve as inspiration for future partnerships?”
Promoting the bucket hats is an edgy fashion shoot and campaign film by photographer-filmmaker, Arthur Couvat.
The hat campaign was launched to mark the brand’s revamped packaging, which features a return to the red and white stripes with which KFC was originally associated. It also continues W+K’s wider rebrand of KFC Russia and follows Colonel Sanders introduction to Russian TV with a dreamy music video in which the Colonel sings Chicken is Crunch! Chicken is Taste!
Agency: Wieden + Kennedy Amsterdam
Exeuctive Creative Directors: Eric Quennoy & Mark Bernath
Creative Directors: Cal Al-Jorani & Thierry Albert
Creatives: Mariano Garcia Cruz& Dasha Ovechkina
Photographer & Director: Arthur Couvat