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 joined the fast-growing world of Formula 1 with a playful twist. Instead of expensive sponsorships, the brand turned the KFC buckets into sport’s iconic chicanes and launched the “Box Box Meal,” inspired by F1’s famous pit stop call. Promoted through OOH, online video, and in-store displays, the campaign invited fans to “make their own pit stop” at KFC and made the brand instantly memorable in the F1 conversation.