Wunderman Thompson Creates Mystical, Magical Michael Caton Campaign For KitKat

Wunderman Thompson Creates Mystical, Magical Michael Caton Campaign For KitKat
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



The KITKAT brand has launched its latest campaign to remind people what a difference a break makes when life’s little frustrations are getting to you.

Featuring Australian screen legend Michael Caton, the new campaign transports a series of everyday issues into a more magical setting to build on the longstanding ‘Have a break, have a KITKAT’ platform.

This year’s campaign reminds people that whatever the frustration, from remote meeting miscommunications to a lack of space sharing at home or losing it when you’re locked out, a break will have a positive shift on your perspective, if only for a few moments. And that’s as true for Wizards and Sorcerers as it is for everyone else.

João Braga, Chief Creative Officer of Wunderman Thompson Australia said: “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.”

The campaign enters the wizardry world after the 2019 western world ‘Maps’ and 2017 medieval ‘Katapult’ campaign. The platform resulted in KITKAT Australia reclaiming its position as the leading chocolate bar according to Kantar’s brand health tracker; a position that it continues to maintain today.

Joyce Tan, Head of Marketing, confectionery, Nestlé said: “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 launches Sunday across broadcast, digital and social, with the digital and social 6” iterations of the campaign created in partnership with UM and Google, using Google Life Events to correlate digital executions with events in Australians lives.

Angela Swayn, UM, Group Director said: “Adopting personalisation at scale allowed us to build a campaign where we can speak to audiences at scale with personalised creative messages. Via Google’s wealth of life events and affinity audience targeting, we developed a strategy to test how personalised everyday frustration and life events creative messages married up with detailed targeting that can shift brand metrics.”

Please login with linkedin to comment

kitkat Michael caton Wunderman Thompson

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]