Superstitious
Award: Graphite Pencil
Graphite Pencil / Commerce / Cultural Experience / 2025
The Edmonton Oilers' 2024 playoff run was filled with superstitions, with star player Connor McDavid famously wearing the same suit to every game.
Embracing the spirit, official sponsor KFC got superstitious too—transporting itself back to May 1990, the last time the Oilers won it all. The brand aired its original 1990 commercials, covered the Oilers' arena in retro ads, redesigned Edmonton locations with a vintage look, and even rolled back prices to 1990.
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