KFC proves stats needn’t be dull

KFC is keen to share its solar-powered restaurant progress, and its ‘Sun Stats’ campaign is designed to do just that. But whatever you think of the stats, its presentation can’t be faulted.

KFC Ecuador’s 'Sun Stats' campaign is designed to highlight the brand’s commitment to sustainability. Developed by the advertising agency Punto 99, it showcases KFC's initiative of powering nearly a third of its locations with solar energy.

Through three graphic pieces, the advertisements depict sun rays illuminating statistics about the brand's progress towards achieving full sustainability across all its outlets. The campaign shows three different table set-ups, each one becoming a data chart through the shape of the light and shadow.

I always love to see how creativity can help tell corporate stories in interesting ways.

Our take

Much as it’s nice to see solar being embraced by big business, I thought this little bit of creativity deserved a nod mainly because, after two decades of b2b journalism and corporate work, this is up there with the finest presentations of data I’ve seen.

There’s a bit of a penny drop moment when you notice that the sunlight’s path maps the segment of data presented, while the table represents… a table (as in a data table, of course).

There’s an ongoing debate as to whether the use of statistics in advertising is actually effective, but I’ll leave that for you to deep dive. In the meantime, it’s hard to fault the execution here.