2022 Winners & Shortlists

Please tell us about the social behaviour and / or cultural insights that inspired your work

The intense and prolonged home isolation periods had us all looking for ways to escape boredom - resulting in the development of hobbies. But people took it a step too far, these hobbies became an obsessive distraction. The print series illustrates how hardcore some of us can go in finding ways to keep 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 felt like they were already taking a break.