KFC Thailand Wins Cannes Lions Gold for Education Campaign
KFC Foundation Thailand's 'Bucket Search' programme wins Cannes Lions Gold for raising awareness of Thailand's education crisis affecting nearly one million out-of-school youth through collectible ...
KFC Foundation Thailand has won a Cannes Lions Gold award for its "Bucket Search" programme, a campaign that used a collectible art toy to raise awareness of Thailand's education crisis affecting nearly one million young people.
Campaign Targets Thailand's Missing Students
The Bucket Search programme launched in November 2023 through a formal partnership between KFC Foundation Thailand, the Equitable Education Fund (EEF), and Thailand's Ministry of Education.
The initiative targets Thai youth aged 15 to 23 who have dropped out of formal schooling. Approximately 100,000 students leave Thailand's education system each year, adding to a total of nearly one million young people currently outside formal education.
"These statistics push us to embark on a journey to help youth explore their potential and support their aspirations," said Sakechai Choomuenwai, General Manager of Yum Restaurants International (Thailand) and Chairman of the KFC Foundation.
Student Sanders Figurines Hidden Across Bangkok
To build public awareness, KFC Thailand introduced "The Missing Figure: Student Sanders," a limited-edition art toy figurine placed across 30 community locations in Bangkok and surrounding areas. Placement sites were chosen specifically because out-of-school youth live and work in those neighborhoods.
The treasure hunt format encouraged people to find and photograph the figurines, generating user-created content that spread the campaign organically online. The broader Baby Sanders art toy collection, of which Student Sanders is part, reached 26.8 million people on social media and recorded 1.3 million engagements.
Giant 2.7-meter Baby Sanders figurines were also placed at Bangkok landmarks including the Giant Swing, Yaowarat, and the Democracy Monument, as well as major shopping centers.
Proceeds from the Baby Sanders Box Set were directed toward scholarships, learning equipment, and career development funding.
Work and Study Model Converts Restaurant Hours into Academic Credits
Beyond the campaign, the Bucket Search programme operates a Work and Study model. Participants complete practical work shifts at KFC restaurants, which are then converted into academic credits toward completing upper secondary education.
The programme has grown from an initial group of 130 participants across 10 or more provinces to 430 students returned to education. KFC Foundation Thailand has set a target of supporting 1,300 young people by the end of 2025.
The curriculum, endorsed by the Ministry of Education as a "KFC Classroom" framework, covers customer service, food safety, financial literacy, and business communication.
"We believe that everyone has potential, but it's how we help them unleash that potential and guide them along their journey that has a true impact," said Janett Rungsithikul, Senior Marketing Manager for Brand Purpose and KFC Foundation at KFC Thailand.
Industry Recognition and Economic Context
The campaign's Cannes Lions Gold win follows KFC Thailand also receiving a Thailand Social Awards recognition for social performance. Agency Bananas created the "MISS NG PIECE" commercial to support the campaign, designed to tap collector psychology and drive organic sharing.
KFC Foundation Thailand has also collaborated with SOS Thailand to build kitchens at 10 foster homes nationwide, extending its social programs beyond education.
Campaign materials cite that reintegrating out-of-school youth into education could potentially boost Thailand's GDP by up to 1.7%, framing the initiative within a broader national economic argument.
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