Kit Kat has launched a new brand campaign hammering home an important idea: chill out dude. The series of spots, created in collaboration Wunderman Thompson Australia, features iconic Aussie actor Michael Caton.
Caton, who plays a wizard is paired up with Miritana Hughes, another magical fellow. The two constantly find themselves squabbling like proper old men, only to finally find peace when biting into a Kit Kat bar.
From arguing over who is on mute (which is relatable as it brings back the horrific memories of Zoom meetings with our parents over the past 18 months), to bickering over who has the key, the campaign is endlessly fun and lighthearted.
“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 Kit Kat had to borrow a bit of magic this time to help us release our everyday tensions and add a smile to our breaks,” said João Braga, chief creative officer of Wunderman Thompson Australia.
The campaign is the latest from Kit Kat to dive into the wizardry world. In 2019 they launched the western world ‘Maps’ campaign and in 2017 the medieval ‘Katapult’ campaign.
“We’re thrilled to share our new Kit Kat 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,” Joyce Tan, head of marketing, confectionery, Nestlé.
“We hope everyone can see a little bit of themselves in our campaign and are inspired to take more breaks, with the help of Kit Kat and a little magic!”
The campaign launches Sunday across broadcast, digital and social, with the digital and social 6-second iterations of the campaign created in partnership with UM and Google, using Google Life Events to correlate digital executions with events in Australians lives.
“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,” said Angela Swayn, UM, Group Director.
Agency: Wunderman Thompson
CHief Creative Officer Australia: Joao Braga
National Chief Strategy Officer: Angela Morris
Senior Strategist: Carnelian Easton-Jones
Associate Creative Director: Steven Hey
Associate Creative Director: Simon Koay
Partner: Ana Lynch
Group Engagement Lead: Sheridan Turner
Head of Production: Jackie Archer
Editor (Social Edits): Luke Seer Brown
Integrated Producer: Chloe Marshall
General Manager Confectionery: Chris O’Donnell
Head of Marketing Confectionery: Joyce Tan
Marketing Manager – Chocolate: Jenna Nakou
Senior Brand Manager – KITKAT: Eileen Whitta
Production Company: Revolver
Director: Trevor Clarence
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Pproducer: Nicole Crozier
DOP: Danny Ruhlmann
Casting: Peta Einberg Casting
Sound Design: Rumble
Executive Producer: Michael Gie
Sound Engineer: Tone Aston
Composer: Jeremy Richmond
Editors: The Editors
Editor: Stuart Morley
Producer: Grace Rouvray
VFX Supervisor & CG Artist: Mick Watson
Flame Artist: Richard Lambert
Colourist: Billy Wychgel
Producer: Laura Tenison
Executive Producer: Anna Greensmith
Production Assistant: Phillip Muzzal
Group Director: Angela Swayn
Senior Client Director: Alice Duong
Planning Manager: Blake Solomonson
Partnerships Trader: Katie Jackson
Partnerships Executive: Valentina Calpis
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