Kit-kat DM Pillow Book by J. Walter Thompson Sao Paulo

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Pillow Book

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Industry Bars
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Art Director Brunno Cortez
Released June 2013

Credits & Description

Advertiser: NESTLÉ
Agency: JWT BRAZIL
Category: Promotional Item Design
Advertising campaign: PILLOW BOOK
Media Team: Aline Moda (JWT)
Media Team: João Dabbur (JWT)
Planning: Leandro Peralta (JWT)
Media Team: André Sanches (JWT)
Account Team: Luciana Rodrigues (JWT)
Account Team: Renata Buess (JWT)
Art Director: Brunno Cortez (JWT)
Planning: José Lucas (JWT)
CCO/Creative Director: Ricardo John (JWT)
Account Team: Victor Conrado (JWT)

Client Brief Or Objective
The client was looking for a low-cost idea to promote their brand concept ''Have a Break'' to a young audience.

Implementation
We designed an inflatable cover which fitted onto the front of a notebook. The material was based on that used for inflatable mattresses.

Outcome
Within minutes, the interest generated by the notebook on the Kit Kat fan page was huge. It was the most commented post of the year with a 16% increase in the number of likes. In one day, we distributed over 50 notebooks to fans of the product across social media channels.

Brief Explanation
In the hectic life of a student you are often forced to work when you should be sleeping. However, this always catches up with you, leading to a tendency to doze off during the day with your head uncomfortably wedged against your notebook. We therefore decided to help out these poor exhausted students by transforming these notebooks into a proper pillow. Once inflated, the student gets a comfortable place to rest his head for a few precious minutes of sleep.