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KitKat: Break From Politeness
Canadians may have a global reputation for politeness, but KitKat Canada is asking them to tone it down with the launch of its latest campaign, ‘Break From Politeness’. Created in partnership with independent agency Courage, this new endeavour tackles some of AI’s environmental ramifications by encouraging users to refrain from niceties – actions which end up using additional energy. The move reinforces the brand’s classic slogan, ‘Have a Break’. For chief creative officer Joel Holtby, it was an opportunity to promote KitKat while tapping into Canadian culture and interacting with a topical conversation – a set of circumstances too good to pass up for both the agency and brand. Centred around a fun, 40-second spot, as well as a series of out-of-home ads depicting KitKat bars censoring cases of unnecessary and environmentally-wasteful manners, the work is visually-striking, and sends a strong message. Designed to be cheeky, evocative, and playfully ‘KitKat’, for creative directors Tommy Yong and Matt Miller, a lot of time and effort went into helping the brand join the AI conversation in the right way.
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