KITKAT reminds people to snap out of GPS dramas in latest campaign via Wunderman Thompson


KitKat has launched its latest campaign ‘Maps’ via Wunderman Thompson, Sydney. Set in the Wild West, the newest iteration of the highly successful global platform ‘Snap out of it’ continues to build on the company’s longstanding ‘Have a break, have a KitKat’ brand idea.


The integrated campaign launches across broadcast, digital and social, and continues to remind people that while modern life is full of frustrations like GPS dramas, forgetting your password or trying to decide what’s for dinner, usually the best thing to do is simply ‘Snap out of it’ and have a break.

It follows the extremely successful ‘Katapult’ campaign from 2017, which resulted in KitKat Australia reclaiming its position as the leading chocolate bar brand in the category; a position that it continues to maintain today. This success also led to the adoption of the campaign in key KitKat markets globally in the US, UK, Europe, South America, the Middle East and Asia.

Says Simon Langley, national chief creative officer, Wunderman Thompson: “KitKat has always been synonymous with breaks, but the reasons for needing those breaks have changed in the past 80 years. The ‘Snap out of it’ campaign is about empathising with those common modern-day frustrations and finding unexpected ways to exaggerate them. In this case, the Wild West was the perfect environment to do it.”

Says Anna Stewart, head of marketing, confectionery, Nestlé Oceania: “Our latest campaign further strengthens KitKat’s position as the brand that helps people make the most of their breaks. We look forward to this campaign continuing to build on the success of KitKat Katapult.”

The campaign appears across broadcast, digital and social.

Client (Nestlé):
Chris O’Donnell – General Manager Confectionery
Anna Stewart – Head of Marketing, Confectionery
Jenna Nakou – Marketing Manager – Chocolate
Mathilde de Corbier – Brand Manager – KitKat

Agency – Wunderman Thompson, Sydney
Simon Langley – National Chief Creative Officer
Steven Hey – Group Creative Head
Simon Koay – Senior Art Director
Carly Yanco – Head of Strategy
Kyle Abshoff – Group Account Director
Chris Murphy – Account Director
Katie Lockwood – Account Manager
Jackie Archer – Head of Production JWT Productions
Nicole Richardson – Producer, JWT Productions

Production Company: Goodoil Films
Executive Producer: Sam Long
Production Company Producer: Lee Thomson
Director: Dave Wood
D.O.P: Germaine McMicking
Editor: Stuart Morley
Post Production: The Editors
Sound Design & Music: Smith & Western
Hero Actors: Ashley Hawke & Byron Coll, IMC
Prisoner: Matt Pearce, Marquee Management

Casting: Danny Long Casting

Wunderman Thompson Sydney is part of WPP AUNZ, Australasia’s leading creative, data and technology agency.