To be relevant and keep KitKat’s tone of voice during a pandemic that lasts over a year and a half.
When quarantine hobbies get out of hand, have a break
- United Arab Emirates
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.
A series of prints that joke around some of the most popular – and questionable – hobbies of the quarantine, making them seem long and tedious.
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.