During the World Cup in Brazil, KFC wanted to have their chicken, and eat it too, by highjacking the social buzz and not pay for sponsorship. So, we worked with an illustrator to create knock-off Panini football cards, featuring our eating habit truth concepts instead of players. We created the “Original Line Up”, and encouraged our fans to engage with the card that represented them to become part of the next “Line-Up”. The campaign saw half a million earned impressions and over 101k engagements. One fan even photoshopped a card and put it on Reddit, showing the infamous Suaraz moment.