2024 Winner

Since KitKat’s tagline has long been about taking a break, the brand decided to see what would happen if AI, which can help people with their productivity, was asked to “Have a break” before it was prompted with a question. The result? Greater accuracy in its responses. Just like humans, machines benefit from taking a breather and perform better when they do. The “Have AI Break” campaign, by Courage, experienced a significant lift in social engagement, with 8.7 million organic impressions.

Credits

Agency: Courage
Founder, CCO: Dhaval Bhatt
Founder, CCO: Joel Holtby
Partner, CSO: Tom Kenny
Partner, President: Niki Sahni
Executive Creative Director: Raul Garcia
ACD, Writer: Matt Miller
ACD, Art Director: Tommy Yong
Writer: Emma Lorenzi
Group Account Director: Alex Karayannides
Account Director: Sacha Alleyne
Account Supervisor: Niharika Chadha
Account Executive: Jordan McConnell
Senior Strategist: Lyndsey Westfall
Executive Producer: Clair Galea
Producer: Katie Fowler
Post Production Coordinator: Sunaina Arora
Editor: Marcus Barrie

Client: KitKat
Senior Marketing Manager: Aseem Gulati
Assistant Marketing Manager: Jenny Chu
Marketing Leader, Everyday Confectionery: Riona Coller
Senior Vice President, CMO: Tracey Cooke
Corporate Affairs: Brittany Blow

Animation: Alter Ego
Graphic Designer: Edward Deng
Hilda Pereira: VFX Executive Producer
Bobbi Dedman: VFX Producer

Audio: Eggplant
Executive Producer: Nicola Treadgold
Audio Director: Jamie Pennock
Composer: Peter Pacey
Sound Design and Mix: Peter Pacey

Media Partner: THRIVE