To celebrate the new Kit Kat recipe which hadn’t changed for 35 years, JWT Paris have developed an extensive and integrated communication plan with the ambition to reignite and rejuvenate “Have a break, have a Kit Kat”.With this new recipe the break is reaching a new dimension, a dimension that any human dream to experience at least once, an ultimate dimension.The campaign stage by stage, channel by channel during one semester is inviting to a quest, the quest of the Ultimate Break. The winner will gain a Ticket to Space.

The new Kit Kat break had to embody a fantasy.

Our idea: win a ticket to space taking part in the ultimate break quest.The concept: invite consumers to be scriptwriters of their vision of the ultimate break. Each week, the most inspiring scenario is shot by a 2D animators team and published on line. The scriptwriter of the best spot wins the ticket to space.

A 3-minute viral spot showing a trader ruining his company invited consumers to take part to the quest…A scenario which strangely echoed the Societe Generale’s one with Kerviel, reinforcing consumer engagement !

The client is very enthusiastic about the communication scenario; the global approach will be exported in the coming months in 3 other countries.

So far, after 15 days of media exposition (TV), the website attracted 280 000 viewers proposing more than 950 ultimate break scenarios. We have produced 4 of them to date.The 3-minute trailer has generated a strong buzz so much so as 2 national TV channels called the agency to offer free space to air it !