KitKat is bringing a fresh take on the enduring ‘Have a break, have a KitKat’ campaign by taking on modern life’s frustrations with a new brand platform; Snap out of it.
Created by J. Walter Thompson Sydney, the new work looks at how the little things in life, such as inbox-overload, the spinning wheel of death or flat pack nightmares can often drive us slightly crazy.
Simon Langley, ECD at J. Walter Thompson Sydney, said: “KitKat has been helping Australians take better breaks for close to 80 years now, but how and why people take breaks has evolved and the new campaign reflects this paradigm shift.
“By taking on the clutter of modern day life, we’re reminding people that when life gets a little hectic, sometimes you just need to ‘Snap out of it’ and have a break.”
The first film in the campaign focuses on two characters, Harold and Allen, building a catapult in medieval times. But we quickly realise that this is no ordinary catapult, as it has been delivered in flat-pack form. And as with all flat-pack furniture, the less-than-detailed instructions provide no shortage of challenges.
Anna Stewart, head of marketing for confectionery at Nestlé Oceania, said: “Our latest campaign further strengthens KitKat’s position as the brand that helps people make the most of their breaks.”
The 60-second online film and 30-second TVC launch this week, and appear on pay and free-to-air, supported by VOD, social (Facebook), static out-of-home (OOH) and digital OOH.
Agency: J. Walter Thompson
Simon Langley – executive creative director
Jay Morgan – group digital creative director
Steven Hey – copywriter
Dylan Soopramania – art director
Carly Yanco – strategy director
Paul Friedmann – head of delivery
Bruce Pywell – group account director
Katy Grey – account director
Iain Clarke – print producer
Production company: Revolver
Trevor Clarence – director
Nicole Crozier – producer
Stu Morley – editor
Post-production: The Editors
Sound design and music: Nylon