Challenge

To be relevant and keep KitKat’s tone of voice during a pandemic that lasts over a year and a half.

Inspiration

People will look for distractions to fight boredom, keep spirits high and briefly escape a slowly improving scenario. Sometimes, they will take it a bit too far, becoming an added toll.

Idea

A series of prints that joke around some of the most popular – and questionable – hobbies of the quarantine, making them seem long and tedious.

Growth

The series ran in massive press and OOH media across Europe. On KitKat’s social networks, the posts generated thousands of organic reactions and reshares. Due to the campaign notoriety, the ads are now planned to be released in other markets.

Book on Knitting with KitKat break mark
KITKAT BREAK MARKS 02
KITKAT BREAK MARKS 03

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