Kit-kat Outdoor, Ambient Billboard That Switches Itself Off by J. Walter Thompson London

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Billboard That Switches Itself Off

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Industry Bars, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market United Kingdom
Agency J. Walter Thompson London
Released March 2018

Credits & Description

Category: Confectionery, Snacks
Media: Outdoor
Brand: Kit Kat
Agency: JWT
Geo: United Kingdom
Advertising Agency: J. Walter Thompson, London, UK
Published: March 2018
Synopsis:
J. Walter Thompson London created a billboard that switched itself off in an activation for KIT KAT aiming to persuade the public to have a break from Electricity. On Saturday March 24, at 8.30pm, millions of people around the world joined together to switch off their electricity for 60 minutes.
To drive awareness of the cause J. Walter Thompson London customized a digital billboard, which comprised of a simple circuit with a KIT KAT finger as the switch. When the clock hit 8.30pm and the world turned off their lights, the KIT KAT finger in the special build unit snapped, breaking the circuit and turning off the electricity of the poster.
It was timed perfectly to turn off at the same time as the lights on Tower Bridge, giving the illusion that it switched off the bridge’s power in order to reinforce the significance of the message.
#Switchoff For Planet Earth
Have a break, have a Kit Kat.