KitKat’s relatable humour continues in Wunderman Thompson Sydney new campaign, set in the Wild West and consisting of a hero film, Maps, and a collection of 15-second and 6-second films. Following the partner’s hugely appealing mocking of Ikea construction, the new campaign quirkily weaves 21st century problems into century scenarios, to remind people that while modern life is full of frustrations like GPS dramas, forgetting your password or trying to decide what’s for dinner, there’s always the panacea of a KitKat to help you snap out of your angst.
The Katapult campaign from 2017 allowed KitKat Australia to reclaim its position as the leading chocolate bar brand in the category, a position that it continues to maintain today. This success also led to the adoption of the campaign in key KitKat markets globally in the US, UK, Europe, South America, the Middle East and Asia. The new iteration of the global platform Snap out of it continues to build on the company’s longstanding, Have a break, have a KitKat, brand idea.
The integrated campaign launches across broadcast, digital and social, and continues to remind people that while modern life is full of frustrations like GPS dramas, forgetting your password or trying to decide what’s for dinner, usually the best thing to do is simply ‘Snap out of it’ and have a break.
Wunderman Thompson national chief creative officer, Simon Langley, commented, “KitKat has always been synonymous with breaks, but the reasons for needing those breaks have changed in the past 80 years. The ‘Snap out of it’ campaign is about empathising with those common modern-day frustrations and finding unexpected ways to exaggerate them. In this case, the Wild West was the perfect environment to do it.”
The campaign is running across broadcast, digital and social.
Agency: Wunderman Thompson Sydney
National Chief Creative Officer: Simon Langley
Group Creative Head: Steven Hey
Senior Art Director: Simon Koay
Head of Strategy: Carly Yanco
Group Account Director: Kyle Abshoff
Account Director: Chris Murphy
Account Manager: Katie Lockwood
Head of Production @ JWT Productions: Jackie Archer
Producer @ JWT Productions: Nicole Richardson
Production Company: Goodoil Films
Director: Dave Wood
Executive Producer: Sam Long
Producer: Lee Thomson
DOP: Germaine McMicking
Editor: Stuart Morley
Post Production: The Editors
Sound Design & Music: Smith & Western
Hero Actors: Ashley Hawke & Byron Coll @ IMC
Prisoner: Matt Pearce @ Marquee Management
General Manager Confectionery: Chris O’Donnell
Head of Marketing, Confectionery: Anna Stewart
Marketing Manager – Chocolate: Jenna Nakou
Brand Manager – KitKat: Mathilde de Corbier