KitKat and J. Walter Thompson offer break of a lifetime with launch of new campaign

KitKat has launched a new campaign reinforcing its long-term ‘Have a Break’ proposition. Created by J. Walter Thompson Sydney, the campaign was developed using online video content, TV, social media (#jointhebreakersparty) and on-pack promotion encouraging Australians to win the break of a lifetime with KitKat.

https://www.youtube.com/watch?v=fyQTTopUj6k
The campaign introduces Dale Jeffries, leader of mock political party, The Breakers Party. Jeffries spreads the party’s point of view that customers should take a break with KitKat.

On The Breakers Party website, consumers have the chance to win one of five ultimate breaks and become the Minister of Sports, Technology, Shopping, Music or Travel breaks.

Twitter, Facebook and Youtube are used to promote the online content which includes a longer 90-second piece, a 30-second prize-related video and a range of social content which drives audiences to The Breakers Party page and capture entries to the promotion.

Jay Morgan, group digital creative director, J. Walter Thompson Sydney said the client’s brief was to celebrate the breakers of this nation and create more breaks for all.

“As a nation we’re over worked, under holidayed and in need for a break from politics.  The Breakers Party is a political party with only one mission: to bring the people of Australia more breaks.”

https://www.youtube.com/watch?v=nfr90I3Uw74

The Breakers Party campaign runs until the end of June.  J. Walter Thompson is part of WPP AUNZ.

Creative credits:

• Agency: J. Walter Thompson Sydney
• Executive Creative Director: Simon Langley
• Group Digital Creative Director: Jay Morgan
• Copy Writer: Giles Clayton
• Art Director: Simon Hayes
• Director: Josh Logue
• Producer: Paul Friedmann
• Editor: Kel Gronow
• Online: White Chocolate
• Sound and Music: Smith & Western
• Group Account Director: James Tracy-Inglis
• Account Executive: Jess Kaye
• Head of Insights: Andrew McCowan
• Integrated Planner: Carly Yanco

Nestle

• Head of Marketing: Chris O’Donnell
• Marketing Manager Chocolate: Joyce Tan
• Brand Manager: Natasha Mullick
• Media Buying done by MEC

topics ad Campaign J. Walter Thompson KitKat

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Comments: 1

Broken 13 May 16

Appalling bad. Domestos did “Australians for a cleaner bathroom” Party during the NSW state elections in 1999. Some of JWT’s senior creatives were at Lowe Lintas when the Domestos campaign ran and should have called this one out for plagiarism. At least Lowe’s campaign was funny as opposed to this one, which is just lame.

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