2024 Winner

Known for symbolizing breaks in daily life, KitKat recognized the significance of the evening break after fasting daily during Ramadan, a Muslim holiday often overlooked by brands. The “KitKat Ramadan Iftar Bar,” by Rethink, featured a 30-piece chocolate bar (a departure from its traditional four-piece bar) that was designed to be consumed on each of the 30 days of breaking fast during Ramadan. The packaging incorporated Islamic geometric patterns and lunar calendar-inspired imagery, reflected on the packaging sleeve as cut-out moon phases when the inner box was pulled out. It also featured a built-in calendar to track the fasting period, with each day being revealed as each piece was broken off.

The initiative went viral, garnering over two million impressions after just one week. Muslims worldwide praised KitKat and called for the Iftar Bar to be made available globally, convincing KitKat to relaunch the bar in 2024.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Leia Rogers, Morgan Tierney
Creative Director: Skye Deluz, Jacquelyn Parent, Hans Thiessen, Sean O'Connor
Art Director: Liana Mascagni, Mustaali Raj, Skye Deluz
Writer: Jacquelyn Parent
Designer: Mustaali Raj, Liana Mascagni
Associate Director of Integrated Production: Kate A. Spencer
Senior Print Producer: Agnes Gilchrist
Group Strategy Director: Shereen Ladha
Strategic Planner: Jayne Stymiest
Group Account Director: Shar Khursigara
Account Supervisor: Devin Bonin
Account Manager: Dharmisha Mistry
Public Relations Account Director: Sara Lemmermeyer
Public Relations Manager: Chenda McKissick
Public Relations Coordinator: Claire Tam
Production Company: Westside Studio
Photographer: Ryan Szulc, Doaa Jamal
Producer: Meghan Buckley
Stylist: Christina Yang
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