KitKat Break Free

6. Digital Experience Kancils [6.13 Best digital-led integrated campaign]

Product/Service:

Confectionery

Client:

Nestlé Malaysia (KitKat)

Brief:

People in ASEAN spend around 6½ hours a day on their phones. Even during breaks, nearly three-quarters of the time is spent on their phone, significantly above the global average. For 68 years, we’ve been telling people to have a break with KitKat. But in today's always-on world, the true meaning of a break has been lost to constant digital interruptions.

Solution:

We reimagined how constant phone interruptions steal our breaks on film, social and beyond. Set to Queen’s timeless anthem of liberation 'I Want To Break Free', the message was clear: enjoy a KitKat and nothing else for a better break — one free from interruptions.

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