Kit Kat
Mini Breaks

On Kit Kat’s first ad campaign in Brazil, they paid tribute to all those who take breaks on their daily lives. And by that time, tagline “Have a break, have a Kit Kat” have just been presented to Brazilian audience.

The thing is: not everyone knew what does it mean “to have a break”.

It gets trickier when you acknowledge the tagline is written in a not-so-easy english for the broader Brazilian mainstream audience (we’re Portuguese speakers, after all). So, creatively we needed to expand further and further the concept of the break, so people can figure out for themselves what is their own kind of break.

To do that, we created a series of animated short-stories, posted weekly on the brand’s social media channels. Each animation presents a quick and fun example of a daily break and is a break in itself: if you don’t have much time to take a break, you surely can watch a 6 or 15 seconds crazy video. ;)

The videos with the best performance became short ads for TV, sponsoring music shows such as The Voice.

Feel like having a break? Here’s the complete playlist!

My Contribution

Strategic Planning, Creative Direction, Art Direction

Contributors

Art Director: André Pauletti, Marco Giuseppe
Copywriter: Ana Mohallem,  Ingrid Coelho, Júlia Branco

Production Company: Mutato
Animator: Gian Burani, Breno Licursi
Concept Illustration: Ana Mohallem
Illustration: André Aguiar, Amanda Grazini
Audio Production Company: Coletivo 4'33"

Agency: Mutato (São Paulo) 
Ano: 2015