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Broken Corporate Object Ads

The Kit Kat Campaign Promotes Candybars and Much-Needed Breaks

— June 21, 2012 — Marketing
The Kit Kat campaign revolves around the candybar's famous line, "Break me off a piece of that Kit Kat Bar." Instead of featuring imagery of the actual chocolate pieces being broken apart, it hones in on the corporate world by snapping iconic workoholic objects such as a conference meeting table and a smartphone. In addition to alluding to the candybar itself, these images also symbolize taking a break for boring, time-gobbling jobs.

Conceived and executed by the JWT ad agency based in Mexico, the Kit Kat campaign was art directed by Ricardo Carrera with creative direction by Enrique Codesido and Daniel Granatta. It was photographed by studio Estilo 3d and features the digital imaging of Abraham Navarrete. The overall campaign is simple, direct and in line with the brand.
Trend Themes
1. Corporate Object Snapshots - Opportunity for creative campaigns that use iconic corporate objects to convey a message or promote a product.
2. Break Time Imagery - Opportunity for advertising campaigns that symbolize taking a break from work and mundane tasks.
3. Direct and Simple Branding - Opportunity to create impactful campaigns that are straightforward and aligned with the brand image.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to develop creative campaigns using unconventional imagery.
2. Food and Beverage - Opportunity for food and beverage companies to promote their products by incorporating symbolism of breaks and relaxation.
3. Photography - Disruptive innovation opportunity for photographers to experiment with new concepts and techniques to capture attention-grabbing images.
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