Parents by J. Walter Thompson Dubai for Kit-kat

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Parents

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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 September 2011

Awards

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

Credits & Description

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)
Alternative Title: In Laws
Media placement: press ads - daily news paper - 24 March 2012

Describe the brief from the client

Communicate the new evolved ‘break’ platform in order to own breaks more strongly.
The core idea being – ‘the engaging break that puts me in the right mood for whatever’s next’.

Describe the challenges and key objectives

While ‘Have a break, have a Kit Kat’ is recalled and linked to Kit Kat by consumers, there is a lack of a strong emotional brand story. In addition, consumers decode competitive brands’ communication as some form of a ‘break’ (Twix ‘Pause More’, Bounty’s Escapism route and Galaxy’s indulgent ‘me-moments’).
The objective therefore was to own the ‘break’ territory.

Describe how you arrived at the final design
We identified everyday situations that required one to take a break to inhale to prepare for what’s coming next. The situations, while universal, are relevant and easily relatable to our Arab audience. Being witty and light-hearted is part of the brand's personality.

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.