Kit-kat Print Boss, 1 by J. Walter Thompson Dubai

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Boss, 1

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Industry Bars
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency J. Walter Thompson Dubai
Executive Creative Director Seyoan Vela
Copywriter Carl Mallia
Photographer Tejal Pathni
Illustrator Adham Obied
Released February 2013


Mena Cristal Awards 2013
Press Food / Drink Cristal (Gold)
Print Craft Art Direction Sapphire (Silver)
Print Craft Illustration Sapphire (Silver)

Credits & Description

Category: Illustration
Advertiser: NESTLÉ
Product/Service: KIT KAT
Agency: JWT
Executive Creative Director: Seyoan Vela (JWT Dubai)
Creative Director: Adham Obied (JWT Dubai)
Copywriter: Carl Mallia (JWT Dubai)
Photographer: Tejal Pathni (Tejal Pathni)
Group Account Director: Ebru Goksu (JWT Dubai)
Planning Director: Prabhakar Iyer (JWT Dubai)
Account Manager: Maria Khouri (JWT Dubai)
Art Director: Adham Obied (JWT Dubai)
Illustrator: Adham Obied (JWT Dubai)
Media placement: press ads - daily news paper - 24 March 2012

Describe the brief from the client
Communicate the new evolved ‘break’ platform: ‘The engaging break that puts me in the right mood for whatever’s next’.

Describe the challenges and key objectives
Our audience are used to old platform of Kit Kat (a break from something tiring or boring). We had to find a simple, yet insightful and clear way to communicate the new (break that helps you prepare for something you are about to do), without losing credibility or causing confusion.

Describe how you arrived at the final design
We identified everyday situations that require people to take a deep breath, or take a break for a few moments to prepare themselves mentally or emotionally for something they are about to do. Situations that everyone can relate to like meeting the parents of a girl you like, or simply counting until 10 before talking to your boss when you are angry. Then, we planted Kit Kat in the heart of these situations.

Give some indication of how successful the outcome was in the market
The campaign has just been launched and therefore results are expected only in the middle of 2012.