Kitkat 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 qizards and sorcerers as it is for everyone else.
“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," Wunderman Thompson Australia chief creative officer João Braga says.
"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.
“We’re thrilled to share our new Kitkat brand campaign, which spotlights frustrations people from all walks of life experience every day," Nestlé head of marketing, confectionery Joyce Tan says.
"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 six-second iterations of the campaign created in partnership with UM and Google, using Google Life Events to correlate digital executions with events in Australians lives.
“Adopting personalisation at scale allowed us to build a campaign where we can speak to audiences at scale with personalised creative messages," UM group director Angela Swayn says.
"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.”
Credits
Wunderman Thompson
João Braga, Chief Creative Officer Australia
Angela Morris, National Chief Strategy Officer
Carnelian Easton-Jones, Senior Strategist
Steven Hey, Associate Creative Director
Simon Koay, Associate Creative Director
Ana Lynch, Partner
Sheridan Turner, Group Engagement Lead
Jackie Archer, Head of Production
Luke Seer Brown, Editor (Social Edits)
Chloe Marshall, Integrated Producer
Client Nestle:
Chris O’Donnell – General Manager Confectionery
Joyce Tan, Head of Marketing Confectionery
Jenna Nakou, Marketing Manager – Chocolate
Eileen Whitta – Senior Brand Manager - KITKAT
Production
Production Company: Revolver
Director: Trevor Clarence
Managing Director/ Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Nicole Crozier
DOP: Danny Ruhlmann
Casting
Peta Einberg Casting
Sound Design
Rumble
Michael Gie – Executive Producer
Tone Aston – Sound Engineer
Composer - Jeremy Richmond
Editors
The Editors
Stuart Morley – Editor
Grace Rouvray – Producer
VFX
Vandal
Mick Watson - VFX Supervisor & CG Artist
Richard Lambert - Flame Artist
Billy Wychgel - Colourist
Laura Tenison - Producer
Anna Greensmith - Executive Producer
Phillip Muzzall - Production Assistant
Media - UM:
Angela Swayn – Group Director
Alice Duong – Senior Client Director
Blake Solomonson – Planning Manager
Katie Jackson – Partnerships Trader
Valentina Calpis – Partnerships Executive
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