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COMMA
VML, Manila / KITKAT / 2024
Awards:
Overview
Credits
Overview
Background:
These days, we are writing more than ever. Whether it’s via email, via group chat or posting something online.
Now more than ever, we are relying on punctuation marks to give our thoughts and words proper breaks for clarity, for breathing and for understanding. The kind of proper breaks KitKat reminds us to take.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
None. The Philippines is an English-speaking country, although Filipino-Tagalog is the official language, over 90 million or close to 90% of the population speak fluent English as a second language.
Describe the Impact:
KitKat has long been the brand champion of breaks. In the Philippines, KitKat has been singling out different kinds of breaks over the past decade. For this campaign, the focus is on writing breaks.
The campaign ran last April 2023 and was the opening salvo in a series of executions across different media touchpoints.
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