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Creative Work of the Week: The KitKat Kit shows you a creative way to have a break

KitKat's famous slogan, 'have a break' was given a new lease of life by Wunderman Thompson who elected to show that even the most intricate and demanding hobbies are better if you take a break. 

To demonstrate this, it teamed with Airfix for a campaign that worked with YouTube influencers and was supported by press ads and OOH ads. 

The two brands joined forces to create The KitKat Kit, a special edition of Airfix’s Supermarine Spitfire model. It added a sealed KitKat into the kits mounted on a 3D-printed plastic ‘sprue’, which also incorporates the famous 'Have a Break' message.

An additional step was even inserted into the instruction booklet telling the hobbyists exactly when to open the bag (as Step 38), take out the snack and enjoy their break.

For its playful twist on a classic slogan, The Drum's readers voted the campaign the Creative Work of the Week. 

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

: 'The KitKat Kit'

Agency:
Client:
Date: January 2020
Nestlé snack brand KitKat wanted to reinvent its famous creative message to show how even the most intricate and demanding hobbies are better if you occasionally ‘have a break’. It teamed up with Airfix for a ‘narrowcast’ campaign working with YouTube influencers and supported by press ads and OOH posters.
The two brands joined forces to create The KitKat Kit, a special edition of Airfix’s Supermarine Spitfire. It added a sealed KitKat into the kits mounted on a 3D-printed plastic ‘sprue’, which also incorporates the famous 'Have a Break' message. An additional step was even inserted into the instruction booklet telling the hobbyists exactly when to open the bag (as Step 38), take out the snack and enjoy their break.
Credits:
 
 
Wunderman Thompson:
Chief Creative Officer: Steve Aldridge
Executive Creative Director: Lucas Peon
Global Creative Director: Jason Berry
UK Creative Director: Jo Wallace
Creative: Jeremy Little
Creative: James Hobbs
Designer: Xavier Segers
Business Director: Paul Kirkley
Associate Business Director: Sam Brooks
Account Director: Chris Braks
Account Manager: Ben O’Neill-Gregory
Senior Producer: Joseph Bassary
Social Media Specialist: James Treen
Product Designer: Chris Savage
KITKAT
Alex Gonnella, Marketing Director
Cheryl Allen, Marketing Manager
Jemma Handley, Senior Brand Manager
Alex Reay, Community Manager
Sophie Drury, Community Manager
AIRFIX
Darrell Burge, Senior Brand Manager
Sally Donald, Brand Manager
Tags: Europe
 
 
 
 
 
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