It’s not easy keeping a campaign fresh for one year, let alone 65. Evolving a hardworking slogan takes strategic adjustments and endless creativity.
In the latest twist on the enduring KitKat “break” platform, J. Walter Thompson Bogota realized that there were some people who never took breaks: the models in billboard ads.
The team took to a part of the Colombian city that has a large number of billboards for a variety of brands and allowed the main character in each board to take a break by eating a KitKat.
They reached out to the original models and original photographers in each billboard and recreated the original image with a key difference: all models posed with a KitKat.
The campaign leveraged into wide visibility of billboards in the Bogota’s public transportation system, and the team added KitKat dispensers at every billboard, allowing millions of commuters to stop and take a well-deserved break, too.
With this clever and creative idea, KitKat literally committed a brand coup: taking over the billboards from other brands and transforming them into ads for the popular candy.
— Read more about this campaign and view the case study on Creativity.