KitKat Break Free

Agency

GEOMETRY GLOBAL SDN BHD

Client

NestlÃ© Malaysia (KitKat)

Product/Service

Confectionery

Brief

People in ASEAN spend around 6½ hours a day on their phones. Even during breaks, nearly three-quarters of the time is spent on their phone, significantly above the global average. For 68 years, we’ve been telling people to have a break with KitKat. But in today’s always-on world, the true meaning of a break has been lost to constant digital interruptions.

Solution

We reimagined how constant phone interruptions steal our breaks on film, social and beyond. Set to Queen’s timeless anthem of liberation ‘I Want To Break Free’, the message was clear: enjoy a KitKat and nothing else for a better break — one free from interruptions.

Credit

Chief Creative Officer: Didi Pirinyuang
Executive Creative Director: Phoecus Lee
Creative Director: Alvin Ho
Association Creative Director: Lim Kui Onn
Creative Group Head: Afiq Deen, Yong Jin Soon
Art Director: Phoecus Lee, Lawrence Loh, Thomas Thoe
Copywriter: Yong Mei Yee, Laura Lee, Ahza Azary, Mia Goh, Nor Shuhadatul Ain Zakaria
Social Team: Anniesa Dasih, Ziyan Chow
Producer team: Loreen Lim, Mike Chong
Account Management: Victoria Chu, Elaine Wong, Zulaikha Zainal Rashid
Planning Director: Filipe, Farhanim Abdul Manan