KitKat Break Free
4. Outdoor Kancils [4.7 Best outdoor-led integrated campaign]
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Links:
Product/Service:
Confectionery
Client:
Nestlé Malaysia (KitKat)
Brief:
Tension People in ASEAN spend around 6½ hours a day on their phones, and 60–85% of their breaks are spent on their phone like watching short-form videos — turning a much-needed break into more screen time.
For 68 years, we've been telling people to have a break with KitKat. But in today's culture of constant phone scrolling, their breaks have become just another interruption.
Solution:
We intercept the endless short-form video scroll to remind people to enjoy a KitKat and put aside their phone distractions for a truly uninterrupted break.
A series of 15-second films that reimagined phone distractions as quirky scenarios, brought to life through the playful use of Queen’s 'I Want To Break Free' song.
