For the launch of KitKat’s biggest chocolate bar, we proposed a spin on the iconic “Have a Break, Have a KitKat”.

Our ambition was to offer people the biggest break ever, and so we conducted a research among the dutch society, enquiring them about their most disliked public figure. When an alarming majority pointed out to Gordon Heuckeroth, we proposed KitKat to give the whole country a break from him.

To do so, we built a digital brand story featuring an animated version of Gordon resting in The Netherlands. With every tweet and like users shared on social media, Gordon’s avatar moved one kilometre closer to a far away island - there were up to six options awaiting him, each of them further away from his country. Once Gordon’s fate was decided, we delivered on our promise (and on the country’s choice), sending Gordon to Cayo Paloma, a far away island in The Caribbean. To keep the brand engagement and for those who doubted the whole thing was true, we live streamed Gordon’s boring day to day from the island from a bespoke website, in case someone actually missed him…