KitKat/AirFix "The KitKat kit" by Wunderman Thompson

KitKat's latest campaign brings an out-of-home poster to life, and YouTube's model-making community couldn't be happier.

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". It was created by Jeremy Little and James Hobbs.

Credits

Chief creative officer
Executive creative director
Global creative director
UK creative director
Designer
Business director
Associate business director
Account director
Account manager
Senior producer
Social media specialist
Product designer
Marketing directors (KitKat)
Senior brand manager (KitKat)
Community managers (KitKat)
Senior brand manager (AirFix)
Brand manager (AirFix)

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