Commuter Camo
Empowering Aussies to reclaim their precious commute "me time" with invisibility breakwear
We All Need A Break
Have a break. You need it, we all need it.
We all need a break. All of us. Not just me and you, but also those everyday archetypes whose actions can be a little overwhelming for the rest of us. Because when they have a break, we can have a break too. It’s a win-win.
In this series, we talk to Incessant Honkers, Early Morning Marathoners, ‘No Expert’ Experts, Speedy Disembarkers and Vocal Weightlifters. We put ourselves in their shoes to suggest it’s really time they also have a break.
With “We all need a break”, KitKat refreshes it’s classic “Have a Break” line with a twist, lightheartedly offering a break to everyday archetypes whose behaviours cause all sorts of very recognisable tensions to the rest of the world. By encouraging them to have a break, the brand helps the world around them have a break too.
Challenge
In a world increasingly flooded by messaging that advocates taking a break, KitKat is constantly looking for ways to keep the brand relevant and top-of-mind. The brand needed to speak to their audience in an engaging, unexpected way in order to reinforce their key brand message around taking breaks.
Inspiration
The world today is demanding so much from us. Sometime, we all need to 'let the air out', smile, not take things too seriously. Laugh about ourselves. Our own frantic behaviours.
Idea
The need for a break is universal. We all recognise the signs: frustration, irritation, discombobulation. It means it’s time to stop, take a moment and get some perspective from a well-needed break.
But we don’t always appreciate that people around us are exhibiting signs too. And maybe when they’re behaving a little ‘out of character’, they actually just need some fresh perspective too. This suite of radio ads aim to give those archetypes a break, and well, those around them one too.
