Kit Kat
#mybreak
In this campaign, co-created with J. Walter Thompson São Paulo, Kit Kat pays tribute to all the ones who follow their concept (Have a Break, have a Kit Kat) and have breaks in their daily lives, in their own way.
Kit Kat had already been launched in Brazil a few years back, but their first communication campaign to Brazilian public only came to be in 2014. As the product was already known to the Brazilian public, what needed to be communicated and reinforced is the concept of the Break and the english-written tagline, still coded for a portuguese-speaking audience.
But… how we translate a “break”?
So we created the #MEUBREAK campaign, which featured a TV movie, an interactive version of the movie for the internet (with extra content spin-offs) and the extensions of this concept brought to the brand's daily life through content on Facebook and Twitter.
The creative format used in this campaign became a global reference for Kit Kat's launching campaigns for new markets, and #MEUBREAK / #MYBREAK (and its translations) became the official hashtag globally.
Interactive video with spin-off content
To truthfully translate Kit Kat's young and contemporary DNA into film, we did an extensive reading of data to define the most relevant content creators and memes for our audience. We created analog versions of the most used memes at the moment and invited old acquaintances of our audience to act in our commercial: Mistery Guitar Man (Brazilian Joe Penna), Iberê (from Manual do Mundo), and Bruna Vieira (from the blog formerly known as Depois dos Quinze). They were portrayed beside everyday characters having their different kinds of break. Beyond the web celebrities’ presence, the film features an original Brazilian funk track by DJ Léo Justi and voiceover by legendary actor Paulo César Peréio.
During it’s runtime, the film was voted Public’s Favorite Commercial, according to Ibope research (the most relevant source in Brazil).
Mistery Guitar Man
In the main video, there’s a link for this extra content created by Joe Penna, a US resident brazilian influencer. If you’re into a crazy musical break, this one is for you.
Iberê (Manual do Mundo)
There’s also a link for this extra content created by Iberê, creator from one of the biggest YouTube channels in Brazil. If you’re into a DIY-meets-science kind of break, this one is for you.
Bruna Vieira
The video also had a link for this extra content created by Bruna Vieira, the owner of the former Depois dos Quinze YouTube channel. If your kind of break is getting to know how is your favorite celeb’s break, this one is for you.
DJ Léo Justi
There’s also some extra content created by DJ Léo Justi, a huge brazilian funk producer (also the man behind Heavy Baile). If you’re into an original track with an original video for your break, this one is for you.
My Contribution
Strategic Planning, Creative Direction
Contributors
Creative Director: Santiago Dulce, Hernán Rebaldería
Planner: Isabella Mulholland, José Lucas, Gustavo Leite, João Caputi, Juliana Maaz, Giulia Joau
Art Director: Pedro Ricci
Copywriter: Patrick Matzenbacher, Lucas Tristão e Enoch Lam
Content Art Director: André Pauletti
Content Copywriter: Duda Borelli, Gabriel Duarte, Júlia Branco
Curatorship and Relationship: Fernanda Cardoso, Adriana Boghosian, Thais Mara
Film Production Company: Bando Studio
Film Director: Leandro HBL
Post-production: Tribbo
Audio Production Company: Coletiva Produtora, DJ Léo Justi
Agency: Mutato (São Paulo)
Year: 2014