Turning the table on Steve Ierullo

Steve Ierullo is a globally awarded Art Director and Creative Director known for his passion for disrupting culture through bold, visually arresting work. Alongside his creative partner Hemal Dhanjee, Steve has been recognized by ADWEEK as one of the most innovative and visionary talents shaping marketing, media, and culture today.

Currently Creative Director at Courage in Toronto, ON, Steve made a significant leap on the 2025 Strategy Report Card, rising from 65th place in 2024 to 32nd—an impressive jump that reflects his growing impact in the industry.

We were thrilled to have Steve serve on the jury for the 2025 Applied Arts Advertising Awards, where his keen eye for storytelling and originality helped spotlight some of the year’s most compelling work.

Most recently, Steve and the team at Courage crafted a clever and memorable campaign for KFC and the Winnipeg Jets—a brilliant fusion of brand personality and sports culture. Read on to discover how this smart, witty campaign continues to push boundaries and redefine creative advertising.

In hockey, brand sponsorships are a dime a dozen — but few ever manage to become part of the game’s tradition. As a proud partner of the Winnipeg Jets, KFC tapped into the team’s iconic playoff ritual, the Whiteout, and found the perfect brand connection in its star player, Kyle F. Connor, whose initials happened to match our own.

So Courage turned that organic connection into an unforgettable playoff takeover and used it to fuel the fandom, giving the KFC brand a Whiteout of its own. From crashing the playoffs with Colonel Sanders, to transforming a KFC into “Kyle F*cking Connor,” to printing 10,000 limited-edition buckets for fans to wear proudly on their heads. In doing so, KFC became more than just a restaurant, it became a symbol of Jets pride.

What were some of the unique features of the campaign? 

Like so many great ideas, it started with a connection no other brand could claim…and one that was hiding in plain sight. The Jets had the Whiteout. We had the guy who wears white year-round, Colonel Sanders. And their star player, Kyle F. Connor, just happened to share our initials. Too perfect not to play with.

So we brought it to life in the most unapologetic way possible. We sent the Colonel rink side to the Whiteout to get Kyle’s attention, and ended up landing on TSN and national news the very next day.

Kyle’s people noticed, and loved it. So we doubled down, and turned a local KFC into “Kyle F*cking Connor,” swapping the Colonel’s face for Kyle’s and making it a fixture to feed the Jets fandom. Even the Mayor of Winnipeg stopped by to see it for himself.

To top it off, we dropped 10,000 limited-edition Whiteout buckets for fans to wear in the stands, cementing the moment in playoff folklore and becoming a collector’s item that people continue to buy from reseller sites today. The whole thing blew up online, with Biz Nasty and the TNT crew talking about it on national TV.

What started as a simple coincidence turned into one of the most talked-about playoff moments of the year. Because when KFC meets K.F. Connor, magic (and mayhem) follow.

What were the success stats or indicators? 

It wasn’t just a win for KFC, it was a win for Winnipeg. Store sales jumped by double digits, brand mentions shot up 360%, and the campaign pulled in over 360 million impressions. But more importantly, it earned something no ad can buy: the love of Jets fans for years to come.

Can you give us some “peeks” behind-the-scenes? 

When you’re moving at the speed of culture, anything can happen. Funny thing is, this campaign almost didn’t. We could only get our Whiteout buckets printed in time for Round 2, which meant the Jets had to advance in the playoffs for our idea to come to life.  
So when Game 7 went into triple overtime, everyone at the agency was glued to the screen, our entire activation hanging on a single goal. And when the Jets finally pulled it off, we celebrated like we were part of the team.

Why is this particular project a fave? 

Because the best ads don’t feel like ads, they feel like something bigger. This wasn’t about selling chicken, it was about showing up in a way that made fans feel seen. Winnipeg embraced it completely. People lined up to take photos with the Colonel, traded Whiteout buckets online, and carried the energy long after the playoffs ended. It stopped being a campaign and became a moment for the city. Proof that when you give people something real to rally around, the brand becomes a part of their story.

Can you give us your opinion on what you think made this project a success? 

We stopped thinking like marketers and started acting like fans. Instead of forcing our way into hockey culture, we found a way to belong in it. The connection between KFC and Kyle F. Connor was already there, we just gave it the launching pad it needed to fuel the fandom. Every part of the campaign – from crashing the playoffs with Colonel Sanders to giving his iconic bucket a Whiteout – felt true to the moment and let us be part of the fun. The energy was contagious…from our team to our clients, to the city, and all the way to the fans. When the work’s this fun, it shows. This wasn’t just a campaign, it was a part of Jets history.

Courage you knocked it out of the park with this clever and memorable campaign for KFC and the Winnipeg Jets—a brilliant fusion of brand personality and sports culture.