2015 Winners & Shortlists

The Brief

Kitkat wanted to challenge the corporate world to have more breaks using a creative, simple, cost effective tool. kitkat targeted both existing and new consumers from the corporate world. The strategy was to set an example by targeting the corporate industry, known for being rigid and exhausting and other high pace working offices,engaging with them in their workplace.

Creative Execution

The poster is true to the brand message "Have a break, have a Kitkat" as it Physically persuades the reader to actually take a break.The strength lies on how a still image has been used to become an interactive method with the reader, persuading the consumer to physically take a very short break.KitKat more than any other brand has long been associated with breaks. The poster reaches out to the consumer through interaction to follow the brand's motto

Describe the creative solution to the brief/objective.

A poster was designed with text written sideways forcing readers to take a break and stretch their neck in opposite directions. By the time they are done reading, they have performed a neck stretch. The message written on the poster explains why the text is written sideways, to physically force you to take a break do a neck stretch. The poster was placed in corporate offices and Media agency, employees interacted with the poster, taking turns and asking one another to try it out. The poster gave them a short break from work and put a smile on their face.

Results

The poster was delivered to two high paced corporate industries, a bank HQ and a media agency. The poster was hung in their work space to grab their attention. Minutes after the poster was hung, employees took turns to read it one at a time and encouraging others to try it out. The poster attracted a significant number of employees and was dealt with as a "must try" experience leaving each employee with a smile.