National Addys / ADweek 2022 top food & Beverage campaigns

Work done while at Wunderman Thompson

Don’t Blink Break
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THE CHALLENGE

KitKat’s iconic tagline, “Have a Break” was first introduced in 1957. While still loved around the world, they needed to introduce what it means to “Have a Break” to a generation of tech-savvy, digital natives who are interested in little more than staring at their screens. KitKat was seeking a mobile-focused activation that could be launched on their social channels and get this sought after audience re-engaged with the brand.

THE SOLUTION

The solution was simple. Instead of trying to pry their eyes away from their phone’s screen, KitKat asked them to stare directly at them, only harder, for as long as they possibly could.

The Don’t Blink Break became the world’s first AI powered staring contest. Launched in social, it pitted players against an assortment of fun and furry animals to see who cracked (blinked) first.

Once the AI detected a player blinking, a shareable score was generated, and their rank was established in the international leaderboard.