For Moving Day in Quebec—a day when fingers take a beating from lifting boxes, rearranging furniture, and more— we partnered with KFC to make it up to fingers with Finger Lickin’ Injury Claims. Now movers can report their Moving Day finger injuries and be compensated with free KFC. Not only was the campaign a timely celebration of KFC’s iconic tagline, it positioned KFC as the go-to meal after a hard day of moving.

I was a junior producer on this campaign. It was painful to watch this being shot as the actors made it very realistic! We shot in an old charming house with blue washrooms which the director on this spot just purchased and was ‘moving into’. We got a photographer to shoot the billboards in Montreal to make it as authentic as possible to showcase the OOH.

We also got an actual phone line on this and recorded all the responses we got!