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What are you waiting for? Copy Jane Myers Art Direction Darren Healy


Kit Kat Brief // Jane Myers Darren Healy

Background In 1935 Rowntree’s began producing the four fingered chocolate crisp bar after an employee at the factory suggested that they begin producing a snack that a working man could easily fit into his lunch box to enjoy on his break. When it was first launched the advertising communications described it as “the biggest little meal” and “the best companion to a cup of tea”. In 1937 the chocolate crisp bar was renamed ‘kit kat’, and it was during this time that the advertising communications began positioning the chocolate bar as a treat to have on a break. During the second world war the communications ran with the tagline proclaiming that it was “what active people need” and it was also the first time the use of the word ‘break’ was used in their advertising. The classic line “Have a break, have a Kit Kat” by Donald Gillies from advertising agency JWT in London was first launched in 1958 with four TV commercials and a press campaign. During the last 50 years it has become a genuine advertising icon and is now a registered property of the brand. Since the 1960s kit Kat has been expanding and it is now a global brand that is recognisable in Canada, Australia, Japan, Central and Eastern Europe and America. Looking through the tradition of Kit Kat ads in Ireland and Britain it is apparent that when a Kit Kat is eaten something special happens. Either the person eating the Kit Kat experiences the special moment that ensues (The police chase advert where the robbers and the police stop the chase to have a break together) or else the person having a break is oblivious to the special moment happening just out of their eye line (the award winning panda in the zoo advert). It is is in the grand tradition of ‘the special’ moment that this campaign should be grounded in. Key Insight Something special happens when you ‘take a break’ with a Kit Kat. Purpose of Communication To re-invigorate the Kit Kat brand by building on the traditional aspects of previous campaigns through the mediums of television, press, and an experiential staged video. The campaign must gain new fans and customers by reaching out to consumers through the internet.

Who Are We Talking To Kit Kat’s Target Market is Men Women and Children of ages. The core target market are 25-40 year olds who love to indulge and treat themselves with a chocolate snack and have been consistently loyal to the brand. Consumer Insight People love to take breaks but are sometimes reticent about doing so because they are scared of what they might miss or what might happen if they do. Proposition The campaign will be launched to coincide with The Dublin Theatre Festival therefore a campaign that can perhaps link the theatre to the brand without alienating the audience who may not be aware of the reference would be preferential. The campaign must be consistent with the Kit Kat image and declare a humorous selling idea. The campaign must include TV, Press and piece of communication that will go Viral . Kit Kat is strongly associated with break time and breaks due to its tagline “Have a Break, Have a Kit Kat” this is a key part of Kit Kats history and it is imperative that this tag line and association is continued within the campaign. The campaign should poke fun (like the award winnning Panda Ad) at what might happen if you take a break. Media Tv Ad, Print Ad, & a Viral / Experiential Campaign. Mandatories: “Have a break have a Kit Kat” and Kit Kat Logo.


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

STORYBOARD TELEVISION AD

Televsion Advertisment The advertisment will take place primarily in Dublin Airport & The Gatiety Thethre. The advertisment begins with the two main charecters Vlad and Estra they are wearing early 20th Century costumes with a modern twist. We will get the sense when they appear on camera that they have been waiting for a long time, all they know how to do is wait, so when Godot finally appears (when they take their break) they are completely oblivious because they nothing else. Fast cuts are used for dramatic effect, transitioning from scene to scene will be snappy and fast paced. This will be juxtaposed against Vlad and Estra’s lethargy which will heighten the sense of time passing. Godot is a large man he has tattoos, is wearing a grubby tank top with Godot printed on the front. he wears a bowler hat and denim cut offs he carries a dead tree. Cast Vlad Estra Godot Auidence Member

01 – Airport Arrivals Hall

2 SECS

We see our two main protagonists Vlad and Estre waiting for a moment in the airport. Their bodies are slumped but their eyes are alert to passengers arriving.


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

STORYBOARD TELEVISION AD

03 –Dublin Airport waiting continued 11 SECS

04 –Kit Kat Break time

We cut to a panoramic shot of Dublin airport. In order to

Cut back to our main protagonists. They are still waiting. They

Cut back to our main protagonists. They are still waiting.

demonstrate how long the two protagonists have been waiting

begin to speak:

They begin to speak:

Estra: Ah here let’s go

Estra: Ah here let’s go

Vlad: We can’t

Vlad: We can’t

Estra: why not?

Estra: why not?

02 – Dublin Airport Time Lapse

3 SECS

time lapse photography will be utilised showing planes landing taking off and the sun rising and setting.

Vlad: waiting waiting waiting.... Estra: Nothing to be done but have a break.

3 SECS


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

05 –Seating Area

STORYBOARD TELEVISION AD

3 SECS

We see them taking their shoes off and eating their Kit Kat they look satisfied, content, their body language is demonstrable changed. They look relaxed, they are taking a break from waiting.

06 –Godot Arrivals

6 SECS

As the Vlad and Estra are taking their break we see Godot finally arriving. Finally we see what Godot looks like (he looks like he has just arrived from Fungarolla). He has leathery-red tattooed skin and is demonstrably well fed. He is wearing a grubby white tank top with Godot printed on the front, denim cut off’s, a bowler hat and is carrying a dead tree. He exits the Arrivals hall walking past (behind) the unseeing Vlad and Estra). As he walks by we can see that he is looking around for Vlad and Estra but he does not stop, he is not the sort to wait for anybody.

07 –Airport Taxi rank

5 SECS

We see Godot get into a taxi and dive away from the airport.


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

08 – Godot on Stage

STORYBOARD TELEVISION AD

4 SECS

09 – Stage Godot Alone

8 SECS

10 - Back to Airport still waiting

11 SECS

The taxi stops outside the Gaiety Theatre and we see him

We see Godot standing on the Gaiety stage. The camera

Cut back to the airport. Vlad and Estra have finished their

walking inside through the stage door.

shot is from a distance as if we are seeing it from the very

break and are waiting once again.

back of the auditorium. Vlad: W nothing more to do here Godot: This isn’t right

Estra: Back to the stage then so

An audience member: Wha? (It is very faint)

Vlad: Tomorrow everything will be better. VO: What are you waiting for? Have break have a Kit Kat


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” PRINT: Bus Shelter Ads

COPY: Jane Myers ART DIRECTION: Darren Healy

PRINT ADVERTS BUS SHELTERS


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

STORYBOARD EXPERIENTIAL AD

Experiential Staged Video- To Coincide with The Dublin Theatre Festival

Song: What if Godot was One of Us?

The action will take place primarily in Sheelagh’s Cafes located in various train stations around Ireland (Cafe’s in train stations will be resigned for the day).

If Godot came on stage, what would he look like? And what lines would he say If he appeared to you in all his glory Would you believe that he got stuck in traffic?

Hidden camera’s (we suggest Gopro’s due to their small size and excellent quality) will be set up at strategic locations in the cafes and at the entrance to the cafe’s where we will see our main protagonists ‘Waiting for Godot’ as the action ensues in side. ‘Real’ patrons of the cafe will be unaware that they are being filmed. Among the unsuspecting customers actors/singers will be interspersed waiting for their cues to begin singing. We will see our two main protagonists (Vlad and Estra) waiting just outside the cafe and as soon as they ‘take a break’ and have a KIt Kat Godot carrying a dead tree will arrive into the cafe. Sheelagh will begin singing and as the song progresses the actors/singers will join in for the chorus. Cast Vlad Estra Godot Sheelagh Postman Man and his Gimp Old Man wearing a Tiara 7 actors/singers/musicians (1 guitarist 2 violinists)

Yeah yeah Godot was late Yeah yeah Godot made you wait. Yeah yeah, But now he’s there What if Godot was one of us? Just a slob like one of us Just a bit more dangerous Maybe we should leave him alone? If Godot had an egg, how would he take it? (Cook singing) he just ordered a fry. Can you believe that I am waiting on him? (Man with Gimp) My gimp has fallen on his banana skin. (Gimp) Apologies I’m just a novice. And… Yeah Yeah Godot was late yeah yeah Godot made you wait yeah yeah But now he’s there What if Godot was one of us? Just a slob like one of us Just a bit more dangerous think you should leave him on his own Now He’s gnawing on his bone Beckett scholars wont condone Godot speaking on the phone His appointments need to be postponed Yeah Yeah Godot was late Yeah yeah Godot made you wait Yeah yeah But now he’s there What if Godot was one of us? Just a slob like one of us Just a bit more dangerous You should leave him on his own He was born to rome alone What? do you think he weighs in stone?

01 – Train Station Platform We see our two main protagonists Vlad and Estre waiting at the platform of a train station We will get shots of people’s reactions as they walk by the two men. When editing the video we will quickly cut to the next scene.


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

STORYBOARD EXPERIENTIAL AD

02 – Kit Kat being broken and Shared

03 –Godot Enters Sheelaghs Cafe

04- Sheelagh Begins the Song

A fast cut to Vlad getting out his Kit Kat from his bowler hat

We see Godot walking behind the two protagonists (they

We see Sheelagh she is a matronly looking woman in her

and a close up of the Kit Kat being broken.

do not see him). He enters Sheelaghs Cafe, and sits down

50s. She sings with a Dublin Accent.

at a table. In ‘real time’ they will do this subtly and without drawing too

The camera shots will be used from footage from the Go-

If Godot came on stage

much attention to themselves (it wont be theatrical) for those

pros strategically placed around the cafe)

What would he look like?

people who see them passing by it will look as if they are taking a break. (For the video edit an existing shot of the kit

And what lines would he say (The 2 violinists and guitarist As he sits down Sheelagh begins to sing.

stand up and begin to accompany her)

kat being broken will be edited in- it will be a fast cut think

If he appeared in all his glory?

Shawn of the Dead)

Would you believe that he got stuck in traffic?


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

05 –Vlad and Estra waiting

STORYBOARD EXPERIENTIAL AD

06 –Vlad and Estra Waiting cont.

07 –Vlad and Estra Waiting cont.

Singing:

Three scenes of Vlad and Estra waiting in various locations are fast cut together so that we get the sense that they have

Singing:

been waiting for a long time while the next verse is sung.

Sheelagh continued:

Sheelagh continued:

Sheelagh cont: yeah yeah,

Yeah Yeah Godot made you wait Fast cut to next scene while sheelagh continues the song

Yeah Yeah Godot was late Fast cut to next scene while Sheelagh continues the song Fast cut to next scene while sheelagh continues the song


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

08 – Sheelagh Points to Godot

STORYBOARD EXPERIENTIAL AD

09 – Crowd of People Singing

Three scenes of Vlad and Estra waiting in various locations

The camera cuts to a wide shot of Sheelagh’s Cafe, so we

are fast cut together during the edit so that we get the sense

can see the patrons inside singing the chorus whilst we get

that they have been waiting for a long time while the next

the reactions of the customers.

verse is sung. Sheelagh continued:

What if Godot was one of us?

Yeah Yeah Godot was late

Just a slob like one of us Just a bit more dangerous

Fast cut to next scene while sheelagh continues the song

Maybe we should leave him alone?

10 - Egg Frying in a Pan Sheelagh breaks an egg and begins cooking a fry as she sings (her performance should be quite understated as if she always sings and cooks breakfats) If Godot had an egg, how would he take it?


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

08 – Godot sitting at his table

STORYBOARD EXPERIENTIAL AD

09 – Sheelagh Cooking a Fry

10 - A Man and His Gimp Walking into Sheelagh’s

Godot is sitting at his table unconcerned that he is being

Sheelagh finishes cooking the fry and serves him a plate of

A man leading a gimp walk into Sheelagh’s Cafe. As they

sung to

food (there will be a prepared one she can serve him)

enter the continue the song;

Sheelagh cont.

Can you believe that I am waiting on him?

Man: My gimp has fallen on his banana skin.

He just ordered a fry. Gimp singing: Apologies I’m just a novice. And


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

08 – Crowd of People Singing A wide shot of the cafe where all the actors/singers/musicians sing the chorus: Yeah Yeah Godot was late yeah yeah Godot made you wait yeah yeah But now he’s there What if Godot was one of us? Just a slob like one of us Just a bit more dangerous Maybe we should leave him alone?

STORYBOARD EXPERIENTIAL AD

09 – Old Man wearing a Tiara

10 - Godot Speaking on his Mobile Phone

As the song continues an old man wearing a tiara enters (for

We see Godot speaking on his mobile phone.

those in the know he will be recognisable as Samuel Beckett).

The old man’s singing is continued as he walks and sits at the

He sings:

table next to Godot:

Now he’s gnawing on his bone

Godot speaking on the phone His appointments need to be postponed.

We see Godot gnawing on a bone Old man continued Beckett scholars wont condone


CLIENT: Néstle PRODUCT: KikKat TITLE: “What are you waiting for?” LENGTH: 60 Sec

COPY: Jane Myers ART DIRECTION: Darren Healy

STORYBOARD EXPERIENTIAL AD

08 – A Postman Sings In Godot’s face

09 – Crowd of People then Man and his Gimp

The Postman sings the next verse . Godot doesn’t seem to

The actors/singers/musicians join in again for the final cho-

Godot stands up (without acknowledging anything has

notice, he is eating his fry.

rus. At the end the man and his gimp solemnly sing the final

happened, leaves some money on the table and walks out of

two lines

the cafe).

What if Godot was one of us?

Vlad and Estra enter and ask everyone if they have seen

Just a slob like one of us

Godot. They say things like “Ah well, nothing to be done”

Yeah yeah Godot was late

Just a bit more Dangerous

as they hand out Kit Kats. They exit.

Yeah yeah Godot made you wait

You should leave him on his own.

As the video fades out a voice over asks:

Yeah yeah but now he’s there

Cut to a close up of the man and his gimp. They sing the

VO: What are you waiting for?

final lines with an air of solemnity and reverence.

The kit Kat logo appears at the same time as the tag line:

(Man) He was born to roam alone

Have break have a Kit Kat.

Postman singing:

(Gimp) What do you think he ways in stone?

10 - Vlad and Estra Walk Away

Kit kat  

Art: Darren Healy Copy: Jane Myers

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