Staff Reporters
Dec 17, 2010

JWT Manila and Kit Kat brings unusual newsbreaks

MANILA – JWT has created a campaign for Kit Kat, featuring newscasters taking a break.

JWT Manila and Kit Kat brings unusual newsbreaks

JWT Manila’s newest campaign for Kit Kat  shows a sportscaster, traffic reporter, weather girl or cameraman is in the middle of taking a break, indulging in a Kit Kat.

Launched at the end of October, the four spots, ‘Sportscaster,’ ‘Traffic Reporter,’ ‘Weather Girl’ and ‘Cameraman’ appear during prime time television. By situating the Kit Kat break within news updates, the ‘break’ becomes a surprise for viewers.

"The challenge for the agency was to create a campaign that would make noise for the brand,” said Dave Ferrer, JWT Manila ECD. “Instead of coming up with the usual 30-second TVCs, we thought it would be more interesting to use specific media placements where news updates occur. The ‘Kit Kat Break’ within media updates came as a surprise. It caught people's attention and the idea was easily remembered.”

“With Kit Kat being the brand synonymous with taking and enjoying a break, we aimed for something both creative and effective in communicating our message of Kit Kat as an engaging break experience that puts our consumers in the right mood for whatever’s next,” said Joey Uy, VP Confectionery Business, Nestlé. “Through this media campaign, we believe that Kit Kat has successfully engaged our target audience in a surprising way.”

Credits:

Agency JWT Manila
Campaign title Project Snaps: ‘Sportscaster,’ ‘Traffic Reporter,’ ‘Weather Girl’ and ‘Cameraman’
Executive creative director Dave Ferrer
Creatives Joe Dy, Javey Villones, Rachel Villanueva
Planner Jojo Leonardo
Account team Jos Ortega, Golda Roldan, Paolo Acosta, Charissa Aguiling
Production house Production Village
Post production house ShockPost
Director Luis Tabuena

Related Articles

Just Published

7 hours ago

40 Under 40 2024: Matthew Zeng, DSTNCT

Zeng co-founded DSTNCT and has propelled it into a top creative agency known for impactful public sector work.

8 hours ago

Nunn Media climbs to $42.8 million in wins, leading ...

Australian and New Zealand agencies make a mark in the global indie new-business league with over $120 million in wins.

13 hours ago

Igniting the spark: A how-to-guide for finding ...

Here’s how one native designer brings her full self to her creative work — and how you can, too.

1 day ago

'Your idea must impress, your craft must evoke ...

Ogilvy's Kainaz Karmakar, jury president for the Design and Industry Craft category talks about what it takes to win at the 2025 Spikes Asia awards.