Kell Lunam-Cowan Copywriter

ABOUT

Concept:

For over 66 years, KitKat has been encouraging people to take a break. Some very literal and some quite lateral. But never has a break been so meta.

The writer of the DOOH is having a break during the creation of the poster. Leaving only a flashing cursor to show that they’re not yet finished and this is something they will come back to. They’re having a break, while writing “Have a break, have a KitKat.”

The challenge was how could we do this idea as purely as possible – giving viewers just enough information to recognise the brand and understand the creative idea of having a break.

Execution:

We wanted to play with the digital medium and make it appear that whoever was creating the poster had taken a break part way through writing out the iconic strapline ‘Have a break, have a KitKat.’

The media becomes part of the idea. This is an idea that only works as a digital execution – being brought to life by the animation of the cursor.

While it could have run online, it is far more effective when experienced as a DOOH.

The bright red screens lit up the area, immediately attracting attention and sparking conversation among passers-by. Many of whom stopped to take pictures and chat about the poster – guessing the brand and completing the strapline.

Results:
Campaign delivered to the key objectives:

Position for a captive audience for a high dwell time.
Position in a high-density placement to provoke talkability around the creative:

O2 campaign delivered strong results - in the peak of the campaign we secured 122,591 impressions within a one-hour time slot.

MADEIT CREDITS

  • Bas KorstenGlobal Chief Creative Officer
  • Guy SextyHead of Art
  • Inge SelawryGlobal Client Lead
  • Mark DaviesManaging Director for Nestlé Confectionary UK &
  • Sam BrooksBusiness Director
  • Sandra HiralalSenior Designer
  • Wunderman Thompson
  • Daniel BonnerGlobal Chief Creative Officer
  • Steve AldridgeChief Creative Officer
  • Tom DrewExecutive Creative Director
  • Kell Lunam-CowanSenior Creative
  • Chris JonesSenior Creative
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