Romanian teens create their own versions of photos of rich American kids indulging their affluent lifestyles. Those considered to have captured the original most successfully were awarded prizes in a campaign designed to promote KFC’s new cut-price meal option.

Roy Cohen: “Brands using online trends is a very common phenomenon, but McCann Bucharest took it to a whole new level by creating an awesome ‘Rich Kids Of Instagram’ spin-off, creating a movement proving that not only rich people deserve to have fun.”