PHILIPPINES, DECEMBER 17, 2010- The newsroom never sleeps, but newscasters need a break every now and then. JWT Manila’s new KIT KAT campaign uses these news update placements to present the KIT KAT break in an unexpected way.
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Launched at the end of October, the four spots, ‘Sportscaster,’ ‘Traffic Reporter,’ ‘Weather Girl’ and ‘Cameraman’ appear during prime time television, in-between shows with high-traffic viewership. By situating the KIT KAT break within news updates, the ‘break’ becomes a surprise for viewers, showing that an engaging KIT KAT experience makes people enjoy their break moment to the fullest.
"The challenge for the agency was to create a campaign that would make noise for the brand," said Dave Ferrer, JWT Manila ECD. "Instead of coming up with the usual 30-second TVCs, we thought it would be more interesting to use specific media placements where news updates occur. The ‘KIT KAT Break’ within media updates came as a surprise. It caught people’s attention and the idea was easily remembered."
Sponsor
"With KIT KAT being the brand synonymous with taking and enjoying a break, we aimed for something both creative and effective in communicating our message of KIT KAT as an engaging break experience that puts our consumers in the right mood for whatever’s next," said Joey Uy, VP Confectionery Business, Nestlé. "Through this media campaign, we believe that KIT KAT has successfully engaged our target audience in a surprising way."
CREATIVE CREDITS
Agency: JWT Manila
Campaign Title: Project Snaps: ‘Sportscaster,’ ‘Traffic Reporter,’ ‘Weather Girl’ and ‘Cameraman’
Executive Creative Director: Dave Ferrer
Creatives: Joe Dy, Javey Villones, Rachel Villanueva
Planner: Jojo Leonardo
Account Team: Jos Ortega, Golda Roldan, Paolo Acosta, Charissa Aguiling
Production House: Production Village
Post Production House: ShockPost
Director : Luis Tabuena
