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’s partnership with F1: The Movie turned race-week excitement into an exciting campaign. Around the Canadian Grand Prix, KFC transformed its iconic bucket into F1’s famous chicanes with bold OOH installations that dominated Montreal and brought the brand into the heart of the sport. Online video, social content, and in-store promotions amplified the buzz, introducing the limited-time “Box Box Meal” in special F1: The Movie wraps and packaging. Together, these touch points created a seamless experience that connected fans to both KFC and the film, making “Box Box” the pit stop everyone was talking about.