PS21, 1st Spanish Independent Agency in Cannes Lions 2022
PS21 ‘Breaded Cars’, ‘Copy Paste’ and ‘IKEA KFC’ campaigns for the Colonel Sanders company brought home four lions in three different categories. This total number of awards turned the company into the first Spanish independent agency in Cannes and the 5th in Spain in the global count with one silver, three bronze lions and four shortlists.
After 4 days in France, these three campaigns were present in the following categories: Creative Data, Social & influencers and Outdoors. ‘Copy Paste’ won the highest prize with a silver lion in Creative Data. The campaign consisted on a website that allowed people to exchange fake recipes for chicken cooked to KFC original recipe by entering one of the 516,000 links on the web that automatically converted the URL into a code to be redeemed at any of their restaurants.
This campaign, together with ‘Breaded Cars’ also won a bronze lion in Social & Influencers category. For this second work, PS21 creative team decided to take advantage of a Saharan dust storm in Spain in March to launch an iconic real time marketing campaign in which KFC gave away free chicken to people who drew their logo on their dust-covered cars and went to their restaurants.
Finally, ‘IKEA KFC’ won a bronze lion in Outdoors. This campaign was created for a new KFC Restaurant in Majorca. Colonel Sanders’ company saw that nobody seems to have noticed about this opening, and PS21 decided to disguised the KFC billboard as an IKEA ad, using their brand colors and design and writing a single line: “You know where to find us”.
‘It’s an honor to share this triumph with a client like KFC, which is responsible for at least 60% of what we do. We need clients who bet on real creativity that transforms itself not only into great ideas, but also into ideas that have an impact on business and people, which is what it is all about’, according to Victor Blanco, executive creative director of PS21.
These four prizes are in addition to the silver that PS21 got in Cannes in 2019 with the project ‘Searching for the special colour of Seville’ for Tanqueray in the Data Science category. A creative idea for the gin brand that consisted of searching for the most frequent tonality of the Andalusian capital and thus unveiling the mystery of the acclaimed and international song by Los Del Río ‘Seville has a special color’.