2023 Bronze Copywriting

Agency: Wunderman Thompson

Client: Nestlé

Entry Title: KitKat Have a...

Executive Summary

One of the unique things about a KitKat is that to break off one of the fingers, you need to use both hands. You can’t multi-task and continue to type. In an age when opportunities to take a decent break seem few and far between, the campaign highlighted it’s still possible to pause midway through something. Breaks are good. The flashing cursor features in almost all of our lives as both an encouragement to continue writing, as well as a constant reminder that there's probably a deadline looming and we've not yet finished. The bright red screens lit up the night sky at the O2 and immediately caught the attention of passers-by. Many stopping to take pictures or video of the screens. Part of this brief was give the audience just enough information for them to 'get' the idea and the brand—and there was genuine delight for those that did just that. People were quick to correctly guess the brand, complete the strapline, understand the idea of breaks, and gain a real sense of achievement in the process.

Strategy

The flashing cursor features in almost all of our lives is both an encouragement to continue writing, as well as a constant reminder that there’s probably a deadline looming and we’ve not yet finished.

The challenge was seeding the idea as purely as possible - giving viewers just enough information to recognise both the brand and the creative idea of having a break.

In this way, the medium was integral to the idea it wouldn’t work as a static execution. The animation may be subtle. Making it appear that whoever was creating the poster had taken a break part way through writing out the iconic strapline: Have a break, have a KitKat.

Creativity

Where best to pause for a break in the famous line? And where to put the cursor?

The creative needed to ensure the execution was intriguing, and it didn’t look like there was an emergency, with the creator called away mid-word. That just enough information was given to readers so they understood it - and felt a sense of achievement.

Results

The bright red screens lit up the night sky at the O2 and immediately caught the attention of passers-by. This focused their attention - giving them enough dwell time to fully engage with the ad and understand the brand message.

It was only for one day, but it was the evening of a sold-out Elton John concert at a venue with a capacity of up to 20,000.

The Team

Wunderman Thompson: Chris Jones, Senior Creative - Kell Lunam-Cowan, Senior Creative - Tom Drew, Executive Creative Director - Steve Aldridge, Chief Creative Officer - Bas Korsten, Global Chief Creative Officer - Daniel Bonner, Global Chief Creative Officer - Sam Brooks, Business Director - Inge Selawry, Global Client Lead - Sandra Hiralal, Senior Designer - Guy Sexty, Head of Art

Nestlé: Mark Davies, Managing Director Confectionery, UK & Ireland