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
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Nestlé UKClient
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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