KitKat = a break. A lot of brilliant work has gone into make that incontrovertible. That (together with the brand’s signature humour) has enabled Canadian agency, Courage, to use KitKat to replace the symbol for a dash in time in its campaign to suggest a host of times to take a KitKat break. Pairings include the classic 9-5, plus binge-culture’s Ep.8-Ep.9, sports culture’s 7th inning-8th inning, and because the campaign is Canadian, travel life’s YYZ-JFK (YYZ is the airport code for Toronto Pearson International Airport.

The campaign is running in OOH, digital, social and streaming platforms including Netflix.

Credits
Client: Nestlé (Kitkat)
Client Team: Tracey Cooke, Carm Dasilva, Noel Spencer, Naomi Huisman & Danielle Weiss

Creative Agency: Courage
Chief Creative Officers: Dhaval Bhatt & Joel Holtby
Creative Directors: Zuheir Kotob & Jason Soy
Art Director: Zuheir Kotob
Copywriters: Jason Soy & Steve Persico
Executive Producer: Clair Galea
Producers: Sara Teasdale & Parker Wales
Motion Designer: Marcus Barrie
Editor: Adrian Ryan
Integrated Producer: Raquel Mullen
Production Designers: Jeannette Downes & Ashleigh O’Brien
Chief Strategy Officer: Tom Kenny
President: Niki Sahni
Account Directors: Alex Karayannides & Niharika Chadha
Strategy Director: Derek Mollenhauer
PR: Natalia Banoub

Media: Omnicom Media Canada
Sound: Eggplant Music & Sound
Executive Producer: Nicola Treadgold
Associate Producer: Nick Nadeau
Audio Director: Jamie Pennock
Sound Engineer: Sarah Garcia-Sarria