KATch a break

what is it?

KitKat tells everyone to have a break.we wondered if its ads could take one too.(the only ad that wants you to skip it.)

spec campaign · academic project · Middlesex University Dubai · 2024
a team of two, with Arvee Abinales. i did the campaign ideation, copy and basic designs.

what was it called?

#FeelliKITKATchabreak.

feel like it? catch a break. with a KitKat hidden across both.

what was the thinking?

KitKat has been telling people to have a break for years, through their ads. so the first break we offered was from the ads themselves.

where else does it KATch a break?

once the line was out, everything else had to KATch one too.

on Spotify, a KitKat ASMR audio became the break. (press play. it's a short break.)

on Google Maps, a nudge to take the next exit, and a chocolate for a pin.

on Instagram, simple break reminders.