After the year we’ve had, we can all agree that we need a pause, right? We’re talking about a short moment during which we get to take a deep breath of air, exhale, and… well, indulge in a KitKat chocolate bar. Because, what’s a break without a KitKat? Built on the brand’s long-lasting platform “Have a break, have a KitKat,” the company’s latest campaign underlines how a break can magically help one get through life’s little frustrations.

Using some creative spells and amusing potions, agency Wunderman Thompson Australia created a campaign that simply carries viewers to a magical world, where even a medieval wizard and a sorcerer feel overwhelmed by frustrations similar to ours. From those annoying meetings interrupted by some “apparent technical audio problems” on their orbuculum to the lack of space pushing one of them to bother the other’s moments of work, the campaign highlights how a bar of KitKat can help curb these moments of irritation.

“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. 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,” João Braga, Chief Creative Officer of Wunderman Thompson Australia, said.

The campaign comprises a series of short spots featuring iconic Australian legend Michael Caton and Miritana Hughes. The talented actors are spotted either annoying each other like two old grumpy people over who has the key or who is on mute, either both accepting the fact that their ride canceled on them or that the food is going to arrive, but in a longer time than expected. They are also spotted individually, going through some of life’s events, such as dealing with Monday mornings or waiting for bae to text back. In the end, viewers find out that it is thanks to a break and a bite of KitKat that they have managed to find peace.

Joyce Tan, Head of Marketing, confectionery, Nestlé, added: “We’re thrilled to share our new KitKat brand campaign, which spotlights frustrations people from all walks of life experience every day. 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 launched across broadcast, digital, and social. The digital and social 6” iterations were created in collaboration with UM and Google, using Google Life Events to correlate the digital executions with events in Aussies’ lives.

Angela Swayn, UM, Group Director, continued: “Adopting personalization at scale allowed us to build a campaign where we can speak to audiences at scale with personalized creative messages. Via Google’s wealth of life events and affinity audience targeting, we developed a strategy to test how personalized everyday frustration and life events creative messages married up with detailed targeting that can shift brand metrics.”

It’s Monday, so how about bringing a little magic to the day with a short break and a KitKat?

Credits:

Client: Nestle

Brand: KitKat

Chris O’Donnell: General Manager Confectionery

Joyce Tan: Head of Marketing Confectionery

Jenna Nakou: Marketing Manager, Chocolate

Eileen Whitta: Senior Brand Manager, KitKat

Agency: Wunderman Thompson Australia

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

 

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