KFC: The bucket from the end of the world

Context:

KFC's crunch has reached the end of the world with a new store in Punta Arenas-Chile, making it the southernmost location on the continent. We knew we had to create something iconic to ensure everyone in the area was aware of its arrival.

Idea: We took the most iconic element of Chilean Patagonia—the crunchiest ice from its mountains—and transformed it into the ultimate symbol of our crunch: the Bucket. But this time, it was something truly extraordinary: a 3-ton Bucket crafted entirely by hand from the finest ice selected from the region, made by local artisans, making it the largest ice OOH ever created in South America. We placed it in the most frequented spot of the winter season, surprising many and generating impactful brand awareness.