KitKat: Have a… campaign

Entrant: VML UK; Category: Print

This campaign aims to utilise KitKat’s famed ‘Have a break, have a KitKat’ strapline to encourage people to have a break from technology. To illustrate this, Wunderman Thompson created a digital poster where it appeared that whoever was creating the poster had taken a break part-way through typing out the line, with the flashing cursor signifying the break. The animation of the cursor is integral to the campaign, which wouldn’t work as a simple print ad.

The team experimented with how far they could strip back the line, yet still give the audience enough information to understand the creative idea and recognise the brand. The ad ran on a billboard at the O2, a venue with a capacity of 20,000, on the night of a sold-out Elton John concert. People were quick to correctly guess the brand and complete the strapline, and the ad created discussion both on the evening as well as in ongoing social chatter after the execution had run.

Agency: VML UK
Senior Creatives: Chris Jones, Kell Lunam-Cowan
ECD: Tom Drew
Chief Creative Officer: Steve Aldridge
Global CCOs: Bas Korsten, Daniel Bonner
Business Director: Sam Brooks
Global Client Lead: Inge Selawry
Senior Designer: Sandra Hiralal
Head of Art: Guy Sexty
Senior Brand Manager, Nestlé: Stephanie Scales