KFC Russia "Bucket hat" by Wieden & Kennedy Amsterdam

Colonel Sanders gets a wardrobe upgrade in KFC Russia's campaign.

As part of a regional rebranding, KFC Russia teamed up with St. Petersburg-based streetwear brand Mam Cupy to create a finger-lickin’ bucket hat. Sounding vaguely like a Jaden Smith tweet, the spot ponders, "If it’s a hat, how can it be a bucket?" as fashionable Gen-Z models sport their headwear around an edgy industrial site. The trendy bucket hat has already featured in Russian band RSAC’s latest music video, and fashionistas can pick up their own flavourful headpiece for 1800 RUB (around £21.50) from the fashion brand's website.

The work was written by Dasha Ovechkina, art directed by Mariano Garcia Cruz and directed by Arthur Couvat.

Credits

Chief marketing officer
Marketing director
Creative head
Product manager
Digital activations manager
Executive creative directors
Creative directors
Art director
Copywriter
Head of broadcast production
Broadcast producer
Print producer
Producer
Director
Group account director
Account director
Account manager
Head of planning
Strategic director
Head of communications & digital strategy
Communications planning director
Project manager
Business affairs

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