The new KFC campaign challenged youngsters to take a stand, show the world that you don't have to be swimming in cash to be rich in happiness. We decided to troll the ones who have most money, the rich kids of Instagram, teens that became internet famous for flashing their possessions. All Romanian teens had to do was to recreate the rich kids photos with their budget surroundings and props, upload it on our generator and get shared on all KFC social media.
In just days, our hashtag #littlemoneybigfun took over Facebook and Instagram with hundreds of photos where diamonds were replaced by diamond tattoos, lions by cats, infinity pools with inflatable ones and private jets with toy planes.
The campaign was picked by hundreds of media publications and generated other online trends mocking the richkids: #littleparishilton and #richdogsofinstagram and got a response from the rich kids of Instagram.
Project title: Little money, big fun
Client: KFC Romania
Agentie: McCann Romania
Adrian Botan / Global Creative Director
Nir Refuah / Chief Creative Officer
Sandra Bold / Copywriter
Nadia Ghilca / Art Director
Ionela Buta / Client Service Director
Gina Zgubea / Senior Account Manager
Tina Cretu / Account Manager
Alexandra Visan / Web developer
Carmen Bistrian / Corporate Communication
Agentie de media: UM Romania
Victor Croitoru / Planning Director
Alina Vasile / Account Director
Alexandru Ailiesei / Digital Planner
Luminita Visu / Head of Digital
Premii obtinute la Premiile FIBRA #1:
Gold FIBRA / Little money, big fun / 5.5 DIGITAL - Social Media
Silver FIBRA / Little money, big fun / 11.1 PROMO & ACTIVATION - Brand Activation
Bronze FIBRA / Little money, big fun / 10.2 PR - Media Relations