2022 Winners & Shortlists

Cultural / Context information for the jury

As this campaign was deployed on a global scale, its cultural context was one that had to remain universally relatable. It was a common truth that resonated with all - we were all bored at home. The print series illustrates how hardcore some of us can go in finding ways to keep ourselves busy. Dense books that seem to remove all the fun of some of the most popular hobbies picked up during the pandemic are carefully interrupted by a Kit Kat bar. As a loud voice for the importance of stopping every now and then, Kit Kat looked for a unique way to remind people to relax even when they feel they don’t need some time off.