You’re midscroll, headphones on, and you see a colleague stroll onto the carriage…ugh. 87% of Aussies see their commute as an opportunity for a break and some ‘me time’ (according to research0—but bumping into someone you know can ruin that break. And since they spend an average of 194 hours a year on public transport, that’s a lot of break time at stake.
59% of commuters wishing they could be invisible on their commute, so VML and KitKat, the brand synonymous with having a break, have dropped a limited-edition reversible hoodie, designed to blend in with the public transport seats and protect the commute break in style.
Nestlé head of marketing confectionery, Shannon Wright, stated, “KITKAT’s mission is to help give Aussies better breaks. Our KitKat Commuter Camo Hoodies are a playful way to empower commuters to claim back their commute as break time and say – ‘No talk, just break’.”
The full campaign covers social, online video, OOH and is supported by influencers with a targeted focus on Melbourne and Sydney—Australia’s busiest public transit hubs. The KITKAT Commuter Camo hoodie is available on KitKat’s dedicated campaign page.
Each hoodie features TOTALZIP tech, zipping all the way up for total invisibility. Built for commuter comfort, it includes a CHOC POCK, a specially designed pocket to store your KITKAT and minimise meltage for perfect snapage. Finally, its fully reversible design lets you flip from the camo side to the KITKAT side when you’re ready to get out of the break-mode.
Richard Williams, group ECD at VML Melbourne & Sydney, commented, “The best creative ideas come from tapping into culture in a way that truly connects with people, making an impact while also adding real value to their lives. And if we can make them laugh along the way, even better. Commuter Camo is a perfect example of this, turning a simple, relatable insight into something fun and memorable.”
KitKat teamed up with Aussie comedy duo, Swag on the Beat, and creator, Will Gibb, to show the lengths Aussie go to protect their commute break. Featured on The Morning Show, news.com.au, and across 73 streetwear and lifestyle pieces, the campaign generated a combined reach of more than 25 million Aussies to date.
Thomas Tearle, VML ANZ CEO, commented, “Our collaboration with Nestlé has always focused on pushing creative boundaries and delivering work that resonates deeply with people – and in the case of KITKAT, helping people embrace the iconic message, ‘have a break’.” This campaign wasn’t just about introducing a limited-edition hoodie—it was about addressing a powerful cultural insight: the need for Australians to reclaim their ‘me time’ during daily commutes.”
Credits:
Client: Nestlé
Heads of Marketing Confectionery: Melanie Chen & Shannon Wright
Marketing Manager, Chocolate: Lauren Mann
Senior Brand Managers: Sarah Lewis & Alina Yakovlieva
Senior Consumer PR & Social Manager: Emma Wilson
Assistant Brand Manager, Chocolate: Kate Paterson
Digital Brand Manager: Ella Peters
Creative Agency: VML
CCO APAC: Paul Nagy
CSO AUNZ: Alison Tilling
Executive Creative Director: Richard Williams
Creative Director: Jack Delmonte
Copywriter: Jared Kinsler
Art Director: Madelene McGuinness
Strategy Director: Richard Plocki
Executive Producer: Rachel Rider
Senior Producer: Stevi Russell
Junior Producer: Bella Lasovski
Group Account Director: Sam Scheidler
Senior Account Manager: Becky Holwerda
Senior Director (Resourcing): Kelly Foxcroft
Senior Finished Artist: Jimi Ayling
Junior Graphic Designer: Lewis Barnes
Editor: Mitch Clark
Media: OpenMind
PR & Influencer: Eleven PR
Production: Stillpoint
Photography: Moonboy
Sound Design: Noise
