LOTUS :

LOTUS ROOTS

ENTRANT COMPANY :

VML MANILA, MANILA

TITLE :

KITKAT BREAK BAR

BRAND :

KITKAT

ADVERTISER :

NESTLE PHILIPPINES

AGENCY :

VML MANILA, MANILA

CHIEF EXECUTIVE OFFICER :

GOLDA ROLDAN

CHIEF CREATIVE OFFICER :

JOE DY

EXECUTIVE CREATIVE DIRECTOR :

MAAN BAUTISTA

ASSOCIATE CREATIVE DIRECTOR :

BERN CORDORA/ALI SADSAD

HEAD OF ART :

JAVEY VILLONES

ART DIRECTOR :

TRISHIA VILLARMINO

COPYWRITER :

ANGEL SANTOS

AGENCY PRODUCER :

CAROL PE BENITO

TRAFFIC MANAGER :

LADY CAJANDING

ANIMATOR SPECIAL EFFECTS :

ANGEL CABANTO

COMPUTER ARTIST :

CHRISTOPHER CRISTOBAL

CLIENT SERVICE DIRECTOR :

RODEL VEGA

ACCOUNT DIRECTOR :

JERALD ANDRES

ACCOUNT MANAGER :

ARMAND BONIFACIO

STRATEGIC PLANNER :

MARI BONGALON

PR AGENCY :

GREENBULB COMMUNICATIONS, MANILA

PR DIRECTOR :

ROBYN CORTEZ

PR MANAGER :

TINA JAMISOLA

PR ASSOCIATE :

RUTHIE MENDOZA

SOUND PRODUCTION COMPANY :

HIT PRODUCTIONS, MANILA

VICE PRESIDENT CLIENT SERVICES :

SHARON AMBAS

MUSIC COMPOSER :

PETER JOSEPH LEGASTE

HEAD OF MUSIC PRODUCTION :

MIKE VILLEGAS

CULTURAL CONTEXT EXPLANATION :

Small businesses in the Philippines have very limited manpower. When employees need to take a quick break and there’s no one to man the store, they turn to a long-time, well-known hack of using umbrellas, nightsticks, floor hazard signages, plastic chairs, or whatever long thing they can fit between door handles as barricades.

When Filipino customers see these, they understand that employees are on a break. And when KitKat saw this, the brand saw an opportunity to be part of local culture.

The brand created the KitKat Break Bars, turning an age-old small business practice into a media space that championed breaks among hardworking store employees. With the KitKat Break Bars, they can enjoy their quick breaks, uninterrupted – the KitKat way.