Kentucky Fried Chicken (KFC) Film #BFF by MRM Bucharest


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Industry Fast food
Media Film
Market Romania
Agency MRM Bucharest
Released August 2018

Credits & Description

Client: KFC Social Entertainment
Client: KFC Romania
Media: social media channels
Agency: MRM//McCann Romania and McCann Bucharest
Category: Food
Country: Romania

Is there a big difference between your online self and the real you?
KFC dares to ask this question in striking online series
KFC Romania and McCann Romania tackle a subject of great importance in the lives of their target audience – the social media persona of teens and how this persona is taking over their lives, affecting their relationships with friends, family and their connection to the world in general.
SOCIAL ME is an online series about a Romanian character inspired by the authentic online behaviors we all have in common: staging perfect moments, filters over filters, carefully-scripted captions and the addiction to the instant gratification that the flood of “likes” provides.
The series follows a fictional influencer and her struggles to reach the daily quota of posts and likes. To achieve these goals, she looks at the people in her life purely as a source of content.

Her boyfriend = a human selfie stick; her childhood friend = a pretext for an emotional caption; her dog = the best like magnet she could ever find.

“The culture of “airbrushing” everything we do has led to a worrying statistic: more than 75% of social media users admit they make their lives seem more exciting online* . The most vulnerable group? Teens. They turn to faking perfection online to escape their reality and simulate an ideal world. KFC stands for realness, not perfection, so we translated that into an online series meant to serve as a manifest for teens to not give in to the social pressure of having a perfect online life, to own their true selves”, stated Monica Eftimie, Chief Marketing Officer, Sphera Franchise Group.
“Our challenge was to build a narrative that everybody can relate to and, in the end, internalize the message: the perfect life is a mirage. We forget that, in this process of creating this utopic thing, we put filters on everything, we build a character that is so different from our true self, we build SOCIAL ME that does not reflect the beautiful person we really are. This is not a manifest against social meia or „likes”, but against the pressure to be in a way that we are not”, stated Mihai Vasile, MRM// McCann Romania, writer SOCIAL ME.

SOCIAL ME is the first original series developed in partnership with MRM//McCann Romania and McCann Bucharest on KFC's brand new KFC Social Entertainment Channel, a new platform concept for its social media channels.

Chapter 1 #couplegoals
Chapter 2 #BFF
Chapter 3 #dogstagram
Chapter 4 #BeforeAndAfter