After the year we’ve had, we can all agree that we need a pause, right? We’re talking about a short moment during which we get to take a deep breath of air, exhale, and… well, indulge in a KitKat chocolate bar. Because, what’s a break without a KitKat? Built on the brand’s long-lasting platform “Have a break, have a KitKat,” the company’s latest campaign underlines how a break can magically help one get through life’s little frustrations.
Using some creative spells and amusing potions, agency Wunderman Thompson Australia created a campaign that simply carries viewers to a magical world, where even a medieval wizard and a sorcerer feel overwhelmed by frustrations similar to ours. From those annoying meetings interrupted by some “apparent technical audio problems” on their orbuculum to the lack of space pushing one of them to bother the other’s moments of work, the campaign highlights how a bar of KitKat can help curb these moments of irritation.
“We’ve all been through a great deal of stress in that past year and it’s fair to say that, collectively, we’ve never so desperately needed a break. Even KitKat had to borrow a bit of magic this time to help us release our everyday tensions and add a smile to our breaks,” João Braga, Chief Creative Officer of Wunderman Thompson Australia, said.
The campaign comprises a series of short spots featuring iconic Australian legend Michael Caton and Miritana Hughes. The talented actors are spotted either annoying each other like two old grumpy people over who has the key or who is on mute, either both accepting the fact that their ride canceled on them or that the food is going to arrive, but in a longer time than expected. They are also spotted individually, going through some of life’s events, such as dealing with Monday mornings or waiting for bae to text back. In the end, viewers find out that it is thanks to a break and a bite of KitKat that they have managed to find peace.
Joyce Tan, Head of Marketing, confectionery, Nestlé, added: “We’re thrilled to share our new KitKat brand campaign, which spotlights frustrations people from all walks of life experience every day. Working with onscreen legend Michael Caton and the talented Miritana Hughes, we had a lot of fun creating a suite of assets that show how having a break together can bring perspective to even the most frustrating moments, bringing a bit of magic to your day. We hope everyone can see a little bit of themselves in our campaign and are inspired to take more breaks, with the help of KitKat and a little magic!”
The campaign launched across broadcast, digital, and social. The digital and social 6” iterations were created in collaboration with UM and Google, using Google Life Events to correlate the digital executions with events in Aussies’ lives.
Angela Swayn, UM, Group Director, continued: “Adopting personalization at scale allowed us to build a campaign where we can speak to audiences at scale with personalized creative messages. Via Google’s wealth of life events and affinity audience targeting, we developed a strategy to test how personalized everyday frustration and life events creative messages married up with detailed targeting that can shift brand metrics.”
It’s Monday, so how about bringing a little magic to the day with a short break and a KitKat?
Credits:
Client: Nestle
Brand: KitKat
Chris O’Donnell: General Manager Confectionery
Joyce Tan: Head of Marketing Confectionery
Jenna Nakou: Marketing Manager, Chocolate
Eileen Whitta: Senior Brand Manager, KitKat
Agency: Wunderman Thompson Australia
João Braga: Chief Creative Officer Australia
Angela Morris: National Chief Strategy Officer
Carnelian Easton-Jones: Senior Strategist
Steven Hey: Associate Creative Director
Simon Koay: Associate Creative Director
Ana Lynch: Partner
Sheridan Turner: Group Engagement Lead
Jackie Archer: Head of Production
Luke Seer Brown: Editor (Social Edits)
Chloe Marshall: Integrated Producer
Production
Production Company: Revolver
Director: Trevor Clarence
Managing Director/ Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Nicole Crozier
DOP: Danny Ruhlmann
Casting
Peta Einberg Casting
Sound Design
Rumble
Michael Gie: Executive Producer
Tone Aston: Sound Engineer
Composer: Jeremy Richmond
Editors
The Editors
Stuart Morley: Editor
Grace Rouvray: Producer
VFX
Vandal
Mick Watson: VFX Supervisor & CG Artist
Richard Lambert: Flame Artist
Billy Wychgel: Colourist
Laura Tenison: Producer
Anna Greensmith: Executive Producer
Phillip Muzzall: Production Assistant
Media: UM:
Angela Swayn: Group Director
Alice Duong: Senior Client Director
Blake Solomonson: Planning Manager
Katie Jackson: Partnerships Trader
Valentina Calpis: Partnerships Executive