KitKat has launched its latest campaign ‘Maps’ via Wunderman Thompson Sydney.

Set in the Wild West, the newest iteration of the highly successful global platform ‘Snap out of it’ continues to build on the company’s longstanding ‘Have a break, have a KitKat’ brand idea.

The integrated campaign launches across broadcast, digital and social, and continues to remind people that while modern life is full of frustrations like GPS dramas, forgetting your password or trying to decide what’s for dinner, usually the best thing to do is simply ‘Snap out of it’ and have a break.

It follows the extremely successful ‘Katapult’ campaign from 2017, which resulted in KitKat Australia reclaiming its position as the leading chocolate bar brand in the category; a position that it continues to maintain today.

This success also led to the adoption of the campaign in key KitKat markets globally in the US, UK, Europe, South America, the Middle East and Asia.

Wunderman Thompson national chief creative officer, Simon Langley said: “KitKat has always been synonymous with breaks, but the reasons for needing those breaks have changed in the past 80 years.

“The ‘Snap out of it’ campaign is about empathising with those common modern-day frustrations and finding unexpected ways to exaggerate them.

“In this case, the Wild West was the perfect environment to do it.”

Nestlé Oceania head of marketing, confectionary, Anna Stewart said: “Our latest campaign further strengthens KitKat’s position as the brand that helps people make the most of their breaks.

“We look forward to this campaign continuing to build on the success of KitKat Katapult.”

The campaign appears across broadcast, digital and social, and can be viewed here:

 

Client credits (Nestlé):

Chris O’Donnell – General Manager Confectionery

Anna Stewart – Head of Marketing, Confectionery

Jenna Nakou – Marketing Manager – Chocolate 

Mathilde de Corbier – Brand Manager – KitKat

Agency credits:

Simon Langley – National Chief Creative Officer

Steven Hey – Group Creative Head

Simon Koay – Senior Art Director

Carly Yanco – Head of Strategy

Kyle Abshoff – Group Account Director

Chris Murphy – Account Director

Katie Lockwood – Account Manager

Jackie Archer – Head of Production JWT Productions

Nicole Richardson – Producer, JWT Productions

Production Company: Goodoil Films

Executive Producer: Sam Long

Production Company Producer: Lee Thomson

Director: Dave Wood

D.O.P: Germaine McMicking

Editor: Stuart Morley

Post Production: The Editors

Sound Design & Music: Smith & Western

Hero Actors: Ashley Hawke & Byron Coll, IMC

Prisoner:  Matt Pearce, Marquee Management