ABOUT THE PROJECT
KitKat had to launch a new product called the KitKat Chunky Double Caramel.
But at the same time the brand needed to increase its presence in the digital ecosystem,
breathing new life into the 56-year-old pay off ‘Have a break, have a KitKat’.
Client: Nestlé/KitKat Role: Designer Agency: J. Walter Thompson Amsterdam Year: 2015
The new KitKat Chunky Double Caramel was the biggest KitKat ever and therefore deserved the biggest break ever. A break not for one person, but a break for a whole country. A break from Holland’s most controversial celeb, Gordon.
Yes, KitKat decided to send Gordon to a desert island. So the country could enjoy a nice Gordon-free period.
Now that’s an epic break.
CAMPAIGN PHASE 1
First, we announced the new product and the big break that was about to come.
Then we invited Holland to help decide on Gordon’s fate. Every like, tweet or post
on givehollandabreak.com would send our antagonizing celeb further away.
And the country was united in its response. Send Gordon to the farthest, loneliest place on earth, Cayo Paloma.
There were 5 islands in total. Each island further then the other, but with one thing in common...It's boring as hell.
CAMPAIGN PHASE 2
As soon as Gordon arrived on the island, Holland turned into a Gordon-free paradise. And the few people who were crazy enough to miss him could find out how Gordon was coping via a hidden live stream on the website.
Phase 2 was all about making Gordon invisible for the outside world.
KitKat did this by blocking him from all media channels such as television, radio and print. He was even hidden on Google, and his own Wikipedia-page was blocked.