Kit-kat Print Business Card by J. Walter Thompson Toronto

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Business Card

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Industry Bars
Media Print, Magazine & Newspaper
Market Canada
Agency J. Walter Thompson Toronto
Executive Creative Director Paul Wales, Martin Shewchuk
Art Director Ron Kosan
Copywriter Mike Decandido
Released June 2012

Awards

One Show 2012
One Show Collateral / Promotional Items Merit

Credits & Description

Category: Promotional Item Design
Advertiser: NESTLÉ
Product/Service: KIT KAT
Agency: JWT
Executive Creative Director: Martin Shewchuk (JWT)
Executive Creative Director: Paul Wales (JWT)
Copywriter: Mike Decandido (JWT)
Art Director: Ron Kosan (JWT)
Group Creative Director: Colin Winn (JWT)
Group Creative Director: Craig Markou (JWT)
Photographer: (24/7)
Photographer: (Sugino)
Vice President/Group Account Director: Monique Zarry (JWT)
Account Director: Katharine Houghton (JWT)
Account Executive: Kathleen Dusk (JWT)
Media placement: Business Card - Nestle Toronto Head Office - 1 December 2011

Describe the brief from the client
The task was to design a unique business card to excite the Kit Kat brand, team and sales force. At the same time, we were to reinforce Kit Kat’s 4-finger benefit – its shareability.

Describe the challenges and key objectives
Being in a category full of parity products, Kit Kat has the differentiating benefit of its shareable design. Our objective was to develop a business card that communicated this benefit while staying within the confines of a small format.

Describe how you arrived at the final design
While examining a Kit Kat bar we realised, if flattened, it would fit perfectly into a wallet.

We designed the cards to be the exact size of a Kit Kat and made each finger its own functional business card. We then added perforations so each finger could be broken off and 'shared'.

Give some indication of how successful the outcome was in the market
Since they were delivered, the business cards have resulted in a motivated brand team and excited sales force. They were unanimously enjoyed, eagerly handed out, and more cards have had to be ordered.