This ambient ad by JWT Netherlands for KitKat is commendable. It is brave enough to acknowledge that people's anxiety to be online most of the time has somewhat disrupted the quality of face-to-face conversation - that even when friends hang-out, the rendezvous will always be somewhere with wireless fidelity installed. People chat but in between the intimate exchanges of sentences, a friend takes a picture of the food to be posted on Instagram, another bothers to tweet his other friend's quotable quote, the next chum checks-in on Foursquare, with the other updating their status on Facebook or searching for some random inquiry on Google.
Ad Agency: JWT Netherlands
Client: KitKat
True to its value proposition of "taking a break", KitKat offers its consumers an opportunity to take a break from their online lives when they sit on a No Wi-Fi Zone, "a five meter radius where [internet] signals are blocked so people could escape e-mails, udates, tags or like." Once in the zone, the seaters engage in more intimate talks, rekindle the priceless bond with their books, or admire their environment away from their online world.
Gold for brand messaging. Well done, KitKat and JWT.
Photo: adsoftheworld.com
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