KFC stickers, the social glue for Gen Z

WHAT

Using illustration, graphic design and visual languages at large, create 2-3 stickers for KFC (either the brand or its products) to be used in celebratory/ consumption contexts or as fun, breaking the ice tools. They should become part of the communication routines for urban, cool, educated, Romanian youth. The stickers will serve as enhancers for the brand values (without using the logo), confirm the role of the brand as a Gen Z entertainer, and serve as “meme” or conversation starter.

WHY

Because KFC is an entertainer that gets Gen Z like no other brand. KFC’s role? #bereal supporter, crave inducer, complicity with the inner group. It brings constructive, fun social glue within the Gen Z & below… or above 😉 (I know you, I’ve got you).

FOR WHOM

Urban Gen Z that loves to hang out and enjoy quality time with their friends, using communication codes and sharing fun meals to consolidate the bonds of the group.

HOW

Stickers serving as code and/or communication tool between friends. To be offered as an invitation, gratification, congratulation, allusion, fun generator tool.

WHERE

The stickers can be used offline (offered in KFC restaurants, in brand activations, contests & beyond) and/or online (in their digital form, as new emojis or stickers in DMs or via WhatsApp; animated in Stories, Reels or TikToks as part of the SoMe brand assets).

WHEN

Possible moments within the year when the stickers, endorsed by KFC, will facilitate, enhance, and give realness to relationships between friends, group of friends, couples, or couples to be.

Possible contexts for using the stickers as communication tools:

1. Any KFC related context (lunch, dinner, quick snack, group order, drive-thru detour) or product/brand assets (ex: bucket or products from the menu).

2. School related – before, during and after exams / graduation / start of the University.

3. First date / second date / date invitation (imagine the sticker associated with the Glenn – garlic – sauce as a “Dragobete”/“Valentine’s” day excuse to invite someone you like to a KFC date meal).

4. 1st of May / 2nd of May (use the Romanians love for barbecue to either make innocent fun of it or celebrate it and use the KFC retail sauces as media tools for the stickers).

5. Quality time: invitation for music festivals, seaside, party (pick your festival/ time).

6. Saying meaningful messages in the Gen Z style & vibe (“I love you”, “I am sorry”, “I miss you”, “Want to hang out”?).

7. Christmas party / Secret Santa / Saint Nicholas / New Year’s Eve.

8. Any other relevant context for Gen Z and their friend group, combined with your chosen KFC context.

NOTE

Proposals that are degrading, risky, tacky, aggressive or offensive will not qualify.

TEHNICAL DETAILS

Number of proposals to be submitted: 2, maximum 3.

Guidance: Your sticker can represent personas (friends typology), emotions, products and/or messages.

Color codes: Should stay within brand’s visual identity.

Format: 2.5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printed sticker (1350x1080 pixels/size for the digital sticker), 3-5 seconds for gifs, 5 seconds to 30 seconds MP4 video, 1920x1080 for social media video format.

SUBMISSION

One page maximum PDF with:

1. Details about when and where you imagine your sticker to be used and in association with which KFC context (inside or outside a restaurant, product, menu, moment of the day/year).

2. Explain how your submission will bring maximum engagement between a given community or Gen Z in social media or DM space.

Send the application via Google Drive link at win@canneslions.ro by 15th of March, 23:59.

AWARD

Win a 300 E+ scholarship and reach out for major opportunities: internships, jobs, potential qualification for Portfolio Night, be part of #TalentMagnet, the top notch recruitment platform for the creative industry, international exposure.