The famous fried chicken brand from Kentucky is going to release their latest Burger.

They need to communicate around this event by using new interactive medias and reach their audience on Instagram.

The Sun Project and Sidlee Paris worked together to create the first interactive treasure hunt lookalike on Instagram.

Main campaign is based on one specific point: Colonel Sanders stole the recipe and is now wanted !

Consumers want to try the brand new burger, for that reason they are on Colonel’s side.

We proposed a digital operation to let people disguise in Colonel Sanders in order to cover his tracks.

The instagram filter was released 1 week before the launch of their new recipe.

In the mean time, two Instagram stories dedicated were sponsored on the platform.

KFC initiated a contest for consumers to use the filter and participate on the global operation to reach more people.