The 'Pillow Book' Lets Students Rest Anywhere

By: Alexander Lam - Published: Jun 11, 2013 • References: ibelieveinadv
A campaign for chocolate brand Kit-Kat hopes to help students after they pull all-nighters with the 'Pillow Book.' Since students seem to be perpetually tired and with their notebooks, the Pillow Book wants to let students catch a few winks. The inflatable notebook works as both a pad of paper and as a soft cloud of comfort. Users can inflate the cover of the notebook at anytime and enjoy a guerrilla nap.

The idea behind the Pillow Book came from Kit Kat's slogan of "Have a break, have a Kit Kat." Continuing with the slogan's relaxation motif, ad agency JWT Brazil created the campaign to regain market share with teens and help them take a break. Stats for Nap-Inducing Notebooks Trending: Older & Warm
Research: 17,034 clicks in 153 w
Interest: 0.9 minutes
Concept: Pillow Book
Related: 56 examples / 43 photos
Segment: Neutral, 18-55
Comparison Set: 20 similar articles, including: attitude-changing chocolate ads, green tea kit kat in japan, and cultural chocolatiers.