KITKAT enlists Michael Caton for some wizardry in latest campaign via Wunderman Thompson
Today, the KITKAT brand has launched its latest campaign via Wunderman Thompson Australia, to remind people what a difference a break makes when life’s little frustrations are getting to you.
Featuring Australian screen legend Michael Caton, the new campaign transports a series of everyday issues into a more magical setting to build on the longstanding ‘Have a break, have a KITKAT’ platform.
This year’s campaign reminds people that whatever the frustration, from remote meeting miscommunications to a lack of space sharing at home or losing it when you’re locked out, a break will have a positive shift on your perspective, if only for a few moments. And that’s as true for Wizards and Sorcerers as it is for everyone else.
Says João Braga, chief creative officer of Wunderman Thompson Australia: “We’ve all been through a great deal of stress in that past year and it’s fair to say that, collectively, we’ve never so desperately needed a break. Even KITKAT had to borrow a bit of magic this time to help us release our everyday tensions and add a smile to our breaks.”
The campaign enters the wizardry world after the 2019 western world ‘Maps’ and 2017 medieval ‘Katapult’ campaign. The platform resulted in KITKAT Australia reclaiming its position as the leading chocolate bar according to Kantar’s brand health tracker; a position that it continues to maintain today.
Says Joyce Tan, head of marketing, confectionery, Nestlé: “We’re thrilled to share our new KITKAT brand campaign, which spotlights frustrations people from all walks of life experience every day. Working with onscreen legend Michael Caton and the talented Miritana Hughes, we had a lot of fun creating a suite of assets that show how having a break together can bring perspective to even the most frustrating moments, bringing a bit of magic to your day.
“We hope everyone can see a little bit of themselves in our campaign and are inspired to take more breaks, with the help of KITKAT and a little magic.”
The campaign launches Sunday across broadcast, digital and social, with the digital and social 6” iterations of the campaign created in partnership with UM and Google, using Google Life Events to correlate digital executions with events in Australians lives.
Says Angela Swayn, group director, UM: “Adopting personalisation at scale allowed us to build a campaign where we can speak to audiences at scale with personalised creative messages. Via Google’s wealth of life events and affinity audience targeting, we developed a strategy to test how personalised everyday frustration and life events creative messages married up with detailed targeting that can shift brand metrics.”
Wunderman Thompson
João Braga, Chief Creative Officer Australia
Angela Morris, National Chief Strategy Officer
Carnelian Easton-Jones, Senior Strategist
Steven Hey, Associate Creative Director
Simon Koay, Associate Creative Director
Ana Lynch, Partner
Sheridan Turner, Group Engagement Lead
Jackie Archer, Head of Production
Luke Seer Brown, Editor (Social Edits)
Chloe Marshall, Integrated Producer
Client Nestle:
Chris O’Donnell – General Manager Confectionery
Joyce Tan, Head of Marketing Confectionery
Jenna Nakou, Marketing Manager – Chocolate
Eileen Whitta – Senior Brand Manager – KITKAT
Production Company: Revolver
Director: Trevor Clarence
Managing Director/ Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Nicole Crozier
DOP: Danny Ruhlmann
Casting: Peta Einberg Casting
Sound Design: Rumble
Michael Gie – Executive Producer
Tone Aston – Sound Engineer
Composer – Jeremy Richmond
Editing: The Editors
Stuart Morley – Editor
Grace Rouvray – Producer
VFX: Vandal
Mick Watson – VFX Supervisor & CG Artist
Richard Lambert – Flame Artist
Billy Wychgel – Colourist
Laura Tenison – Producer
Anna Greensmith – Executive Producer
Phillip Muzzall – Production Assistant
Media – UM:
Angela Swayn – Group Director
Alice Duong – Senior Client Director
Blake Solomonson – Planning Manager
Katie Jackson – Partnerships Trader
Valentina Calpis – Partnerships Executive
38 Comments
This is more than okoay with me.
Nice one Si!
Nice one guys!
Nice work Ste and Si
Makes me smile every time thanks from isolation
yaaaaas love it
Love it. Tonally spot on and made me smile
These are completely void of insight.
I really like these
The shorter ones not so much – but the filter one – ha! dead
Great stuff. These will be loved.
These are great!
First thing I have seen in a while that made me smile and I actually watched every ad on here.
As for @calm down, if you cannot see the insights here about how people have been living for the last 14 months then that says a lot more about you than it does the ads.
‘Goodness! This Kitkat advertisement is completely void of insight! To whom do I express my consternation?’
It’s a TV ad dude. It’s not supposed to have insight. It’s designed to sell KitKats.
Simon and Trevor for the win!
Have a break.
notch up another jb liking this work. it’s fun.
Enough with this ‘insight’ rubbish. My kids, my mates, my mum and my dad, and everyone else who doesn’t work in an ad agency don’t give a rat’s ass about the insight. They want something that doesn’t bore them to tears. You might win meaningless advertising awards with insights but you win audiences with entertainment. And this work has that in spades.
You don’t always need entertainment ‘Calm down’.
You can just as easily win with unexciting, plain old relevance.
JB-HiFi, Bunnings anyone?
Well said.
Good old fashioned entertainment, for mine. As for insight, this strategy has been around for Kit Kat since the war. The war – perhaps that’s why only “Officers” are listed aplenty on the credits, but neither a writer nor an art director to be found. Anyhow, nice work whoever you two are.
“Justin I can’t hear you. You’re on mute” haha
I’d say your mates, mum, dad and kids etc. like the ads with those insight thingy’s more though.
Thats quite a few dead Monkeys to make this Kit Kat Ad….see ingredients.
These are wonderful. Genuinely laughed out loud. Well done to all involved.
nice!
wow the vfx in this is astounding
LOVE THESE AND LOVE YOU KOAY.
I don’t even have pockets!!!!
It’s Vandal kicking goals. ..
Straight to the pool room!
Nice one Steve & Si!
To make a funny campaign for Nestle is a genuine achievement. Well done.
Strong. Praise Koayludes.
Well done Laura! Great work!
Just keeps on getting better. Nicely done.
The Production Assistant from Vandal did an excellent job
I LOVE these ads. Enough that I wanted to find out which agency was behind it. Great work team!