Kit-kat Ambient, Case study Breaker Benches by J. Walter Thompson Manila

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Breaker Benches

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Media Ambient, Case study
Market Philippines
Agency J. Walter Thompson Manila
Executive Creative Director Dave Ferrer
Creative Director Tim Villela, Javey Villones, Joe Dy, Maan Bautista
Art Director Drea Dizon, Gia Leuterio
Copywriter Leslie Cua, Javier Reyes
Editor Nico Anacleto
Released July 2016


Spikes ASIA 2016
Media Use of Media: Use of Ambient Media: Large Scale Bronze Spike

Credits & Description

Brand: Kit Kat
Advertiser: Nestle Philippines
Agency: J. Walter Thompson, Manila
Executive Creative Director: Dave Ferrer
Creative Director: Joe Dy/Javey Villones/Maan Bautista/Tim Villela
Copywriter: Leslie Cua/Javier Reyes
Art Director: Gia Leuterio/Drea Dizon
Account Director: Cha Agcaoili/Jm Miranda/Gian Recalde
Account Manager: Vince Marquez/Anaelle Arreza
Strategic Planning Director: Pam Garcia
Strategic Planning Manager: Sam Zetha
Director For Client Service: Golda Roldan
Editor: Nico Anacleto
The Brief: In The Philippines, Kit Kat Is A Major Player In The Chocolate Category Dominated By The Local Brand, Cloud 9, And Two Imported Brands, Cadbury And Toblerone With Atl, Digital And Promotional Efforts As The Default Communication Battlegrounds. Although Awareness For Kit Kat Is High, The Brand Still Ranks 4th In The Category. Kit Kat Needed To Do Something Different And Exciting In Order To Win Against Competition.
The Strategy: Kit Kat Has Always Been About Having A Break. But Not All Breaks Involve A Kit Kat. Everyone Has A Different Kind Of Break He/She Likes To Take. Some Update Their Social Media Pages. Others Turn To Music Or Movies. There Are Those Who Prefer To Have A Break Alone, And Those Who Prefer To Spend Their Breaks With Friends. Indeed, There Are Many Ways To Take A Break, And No Two Breaks Are The Same. What If There Was A Way To Make Sure That For Every Break People Decide To Take, Kit Kat Will Be Part Of It?