The brief was to capitalise on Felix Baumgartner's wait to break the world record for the highest free-fall from the edge of space
BestMediaInfo Bureau | Delhi | October 16, 2012
On Saturday, October 13, 2012, to give Felix Baumgartner and his team a fun break, a Kit Kat was sent into space in an unparalleled show of support. Created by JWT London, the activity ran ahead of Baumgartner's record-breaking skydive on October 14 from the edge of space.
The brief was to capitalise on Baumgartner's wait to break the world record for the highest free-fall from the edge of space, with observational, topical content that will give Baumgartner and Kit Kat fans a reason to smile in their break
Baumgartner had been delayed on several occasions during the week due to the weather. As he and his team waited for the perfect conditions to carry out the skydive, Kit Kat sent up four fingers to the edge of space in a show of support and to keep their spirits high.
The iconic four-finger confectionery brand started its ascent from Cambridgeshire (UK) at 11:20 AM, rising to a height of 1,16,490 ft (35.5 km/22miles).
Camera footage, which tracked Kit Kat's ascent and descent, was shared via the brand's social media channels. It was posted on the Kit Kat Facebook page and on Twitter, where users were encouraged to use the hash tag #BreakFromGravity.
Take a look at the video here:
Credits:
Project: 'Break From Gravity'
Client: Kit Kat
Creative agency: JWT London
Clients titles: Stewart Dryburgh, Global Marketing Manager, Confectionery SBU; Tamara Spada, Digital and Social Manager, Marketing and Communications
Executive Creative Director: Russell Ramsey
Digital Executive Creative Director: Ricardo Figueira
Creative Directors: Barry Christie and Jason Berry
Creative: Chris Jones
Community Manager: Ria Campbell
Producer: Laura Thorne
Planners (creative agency): Mobbie Nazir, Richard Cottingham
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