KitKat's famous slogan, 'have a break' was given a new lease of life by Wunderman Thompson who elected to show that even the most intricate and demanding hobbies are better if you take a break.
To demonstrate this, it teamed with Airfix for a campaign that worked with YouTube influencers and was supported by press ads and OOH ads.
The two brands joined forces to create The KitKat Kit, a special edition of Airfix’s Supermarine Spitfire model. It added a sealed KitKat into the kits mounted on a 3D-printed plastic ‘sprue’, which also incorporates the famous 'Have a Break' message.
An additional step was even inserted into the instruction booklet telling the hobbyists exactly when to open the bag (as Step 38), take out the snack and enjoy their break.
For its playful twist on a classic slogan, The Drum's readers voted the campaign the Creative Work of the Week.
Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.