Nestlé - KitKat Chunky
Seriously, have a Break / J. Walter Thompson Brazil
We needed to launch the new KitKat Chunky bar, have many people try it and leverage the master brand line: Have a break, Have a KitKat.
KitKat takes breaks very seriously. That's why we created the "Seriously, have a break" activation. Interactive connected billboards were placed in different parts of the city to promote funny break moments between complete strangers. People could challenge each other in a game with just one rule: you laugh, you lose. If you don't, you get a new KitKat Chunky bar. A face recognition system was developed to detect the laughs and all the interactions happened in real time.