Taking the brand’s "have a break" tagline to innovative new levels, KitKat paired with scale model kit company AirFix to create a special edition of its miniature Supermarine Spitfire. These kits were sent to a range of model-making YouTubers who, upon opening the packaging, discovered a sealed KitKat into the kits mounted on a 3D-printed plastic sprue.
The KitKat itself comes into play at step 38 of the model-making process, under the instruction "have a break". The concept was created by Jeremy Little and James Hobbs. I was brought in as a designer to create all the assets.
A 3D biodegradable sprue was designed, using KitKat's typeface.
A sticker was created for the box as a little reference to the contents.
The bespoke instructions were illustrated in typical Airfix style. Using lots of greys and concentrations of reds.
CREDITS WUNDERMAN THOMPSON UK
Chief Creative Officer: Steve Aldridge - Executive Creative Director: Lucas Peon - Global Creative Director: Jason Berry
UK Creative Director: Jo Wallace - Creative: Jeremy Little - Creative: James Hobbs - Designer: Xavier Segers - Business Director: Paul Kirkley - Associate Business Director: Sam Brooks - Account Director: Chris Braks - Account Manager: Ben O’Neill-Gregory - Senior Producer: Joseph Bassary - Social Media Specialist: James Treen - Product Designer: Chris Savage
Chief Creative Officer: Steve Aldridge - Executive Creative Director: Lucas Peon - Global Creative Director: Jason Berry
UK Creative Director: Jo Wallace - Creative: Jeremy Little - Creative: James Hobbs - Designer: Xavier Segers - Business Director: Paul Kirkley - Associate Business Director: Sam Brooks - Account Director: Chris Braks - Account Manager: Ben O’Neill-Gregory - Senior Producer: Joseph Bassary - Social Media Specialist: James Treen - Product Designer: Chris Savage
