WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN
SINGLE (2024)
WORK FOR GOOD CUT - PRODUCT & PACKAGING DESIGN (SINGLE)
JPG
JPG
MP4
1m:54s
KitKat Ramadan Iftar Bar - Nestle KitKat
KitKat
Silver
| Title: | KitKat Ramadan Iftar Bar |
|---|---|
| Brand: | Nestle KitKat |
| Product/Service: | KitKat |
| Client: | Nestle |
| Entrant Company: | Rethink |
| Agency: | Rethink |
| Production Company: | Westside Studio |
| Creative Director: | Skye Deluz, Jacquelyn Parent, Hans Thiessen, Sean O'Connor |
| Entrant Company Country: | Canada |
| Release Date: | 2023-03-20 |
| Individual Credits: | Chief Creative Officer: Aaron Starkman |
| Individual Credits: | Chief Creative Officer: Mike Dubrick |
| Individual Credits: | Chief Strategy Officer: Sean McDonald |
| Individual Credits: | Executive Creative Director: Leia Rogers |
| Individual Credits: | Executive Creative Director: Morgan Tierney |
| Individual Credits: | Art Director / Designer: Liana Mascagni |
| Individual Credits: | Art Director: Skye Deluz |
| Individual Credits: | Art Director / Designer: Mustaali Raj |
| Individual Credits: | Writer: Jacquelyn Parent |
| Individual Credits: | Associate Director of Integrated Production: Kate A. Spencer |
| Individual Credits: | Senior Print Producer: Agnes Gilchrist |
| Individual Credits: | Group Strategy Director: Shereen Ladha |
| Individual Credits: | Strategic Planner: Jayne Stymiest |
| Individual Credits: | Group Account Director: Shar Khursigara |
| Individual Credits: | Account Supervisor: Devin Bonin |
| Individual Credits: | Account Manager: Dharmisha Mistry |
| Individual Credits: | Public Relations Account Director: Sara Lemmermeyer |
| Individual Credits: | Public Relations Manager: Chenda McKissick |
| Individual Credits: | Public Relations Coordinator: Claire Tam |
| Individual Credits: | Photographer: Ryan Szulc |
| Notes for Judging: | KitKat has long been synonymous with the “break” and its various meanings and interpretations within culture, from the water-cooler break at the office to the serendipitously unplanned break. But one break that hasn’t been celebrated enough by brands, is the break that happens every evening during the holy month of Ramadan: breaking your fast. Despite there being 2 billion Muslims in the world, brands tend to overlook the most important holiday celebrated by this community, favoring Christian holidays like Christmas and Easter instead. The month of Ramadan is a time of spiritual discipline, generosity, and reflection. But it’s also a time of celebration and joy. The meal that happens at sundown, every day of the month, is called Iftar. It’s a time to gather with loved ones, crowd around the table for big meals, and exchange gifts. To celebrate Ramadan, KitKat launched a 30-piece bar for 30-days of breaking fast, celebrating the diversity of the break in a community that’s often overlooked. Unlike the regular four-piece KitKat, the Iftar Bar is 30 pieces-long, designed to be enjoyed piece-by-piece each evening during Iftar. It’s divided into three parts, parallelling the three stages of Ramadan. And a calendar detail is included under the physical bar to keep track of how far along people are in their fast, with each day revealed one-by-one as each piece is broken-off. The community didn’t just love it — they felt seen after years of being ignored by brands. And despite no paid media or press release, the KitKat Iftar Bar went viral, with over 2 million impressions after only seven days. Muslims celebrating Ramadan all over the world were sharing their traditions with KitKat and engaging in conversation about what Ramadan meant to them. They commended KitKat on a thoughtful approach, voicing that this was an initiative that truly reflected an understanding of their community and traditions. Beyond creating a new product, the Iftar Bar wasn't just a marker of celebration—it was a statement, spotlighting often overlooked communities and calling for awareness and normalization of all traditions and cultures. |
| Additional Credits: | Producer: Meghan Buckley Stylist: Christina Yang Photographer: Doaa Jamal Post Production Company: R+D Productions Editor: Alijah Monckton Editor (Case Study Video): Thomas McKeen Clients: SVP, Head of Marketing: Tracey Cooke Marketing Leader, Everyday Confectionery: Riona Coller Senior Marketing Manager, KitKat: Aseem Gulati Marketing Manager, KitKat: Rachel Choi |