Formula 1 isn’t just fast, it’s the fastest growing sport in the world. In the wake of the hit Netflix show Drive to Survive, the past few years have seen the sport explode in popularity. And brands have taken notice, paying billions of dollars in high profile sponsorships. So when F1 came to Montreal for one of the biggest races of the year, KFC looked for a way to tap into the hype. But rather than go the traditional sponsorship route of slapping yet another logo on an already logo-filled event, KFC found a deeper connection to the sport. KFC entered the fast-growing world of Formula 1 with a playful twist. Instead of expensive sponsorships, the brand transformed its iconic bucket into F1’s famous chicanes with striking out-of-home installations around the Canadian Grand Prix, making KFC unmissable to fans. Building on this buzz, KFC launched the limited-time “Box Box Meal” in special F1-themed wraps and packaging, promoted in stores to invite customers to make their own pit stop at KFC.