CAMPAIGN < KitKat – Have a breakism
Devised by UbachsWisbrun/JWT and launched in January 2011, this ambient campaign is a clever extension of KitKat’s long-running ‘Have a Break’ campaign.
There are certain accounts that all creatives would like to get their hands on at some stage in their careers. KitKat is one. There can’t be many brands that have an end line older than the people work- ing on the account. Apparently it was first dreamed up back in 1957 (thank you Wikipedia). That’s 54 years ago for God’s sake! When an idea is as well established as this, the challenge to any
creative is to find a fresh way of interpreting it. Increasingly this means going beyond conventional media. Here’s a current example from UbachsWisbrun/JWT in The Netherlands. The idea was to take a tongue-in-cheek swipe at the world of modern art – an easy target or a well-deserved one, depending on your point of view. Taking advantage of an ‘Abstract USA’ exhibition currently showing
in the RijksmuseumTwenthe, the agency placed its ownmeaningless red canvas on one of the walls, then sat back and filmed (it’s actually kind of worrying how well their canvas fitted into the exhibition). On closer examination the title to the right of the canvas simply
reveals the tagline – ‘Have a break. Have a KitKat’. It’s a simple thought and it’s interesting to see the reactions of
the art lovers on seeing it. I’m sure the clip (available on YouTube) has been edited but I think most people will be charmed by it. The subtlety is appreciated. The other aspect to this that makes it interesting is scale. There
would have been a time when such a stunt would have seemed a bit of an indulgence, as it would only ever be witnessed by a few people. This is no longer the case, as the real power lies in the use of the film footage: seeding it into TV stations; sending it out viral- ly etc. It’s the icing on the cake: as an audience we’re allowed to feel like we discovered the clip, rather than having it thrust upon us, which makes us all the more receptive to its message.
Shay Madden is creative director at McCann Erickson.
Judge these ads for yourself by clicking on Campaign Reviews on
www.businessandleadership.com/marketing
Volume 5 Issue 1 2011 Marketing Age 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76