As an update to the classic bucket of chicken that consumers of KFC have come to know, New Zealand-based agency 'four eight five' created a limited-edition container for rugby fans that can also be worn as a helmet.
The limited-edition chicken "bucket hats" were developed as part of a partnership with New Zealand’s Super Rugby tournament and feature designs that resemble metal helmets and hats equipped with goggles. As such, the creation of the hats called for a special die and process technique to create a realistic, wearable helmet form.
Since there are many rules and regulations for advertising at a sports stadium, this clever design bypasses the rules by offering a branded wearable accessory. On the reverse side of the hats, the upside-down buckets read "KFC for the Fans."