2025 Winner

Since KitKat has always been about the break, the brand decided to tap into the idea that Gen Z takes breaks from rules, expectations and responsibilities – not just school or work. “Your Break, Your Rules” demonstrated that there’s no right way to take a break. The campaign featured quirky TV and digital spots with Gen Z characters defined by their unique KitKat-eating styles: A man devours KitKat Pops like his pet python, and a woman turns a single bite of her KitKat bar into a meditative experience. At its peak, KitKat four-finger bars saw a 10% growth.

Credits

Agency: Courage Inc
Dhaval Bhatt: Founder + CCO
Joel Holtby: Founder + CCO
Tom Kenny: Partner + CSO
Niki Sahni: Partner + President
Lyndsey Westfall: Sr. Strategist
Hemal Dhanjee: Creative Director
Steve Ierullo: Creative Director
Emma Lorenzi: Copywriter
Alex Karayannides: Group Account Director
Sacha Alleyne: Account Director
Niharika Chadha: Account Supervisor
Jordan McConnell: Account Executive
Clair Galea: Executive Producer
Dan Rankin: Producer

Client: KitKat, Nestlé Canada
Tracey Cooke: Senior Vice President, CMO
Riona Coller: Marketing Leader, Everyday Confectionary
Aseem Gulati:Senior Marketing Manager
Zeeshan Qureshi: Marketing Manager
Jenny Chu: Assistant Marketing Manager
Katherine Fera: Leader, Media & Communications

Offline Editorial: Nimiopere
Editor: Raj Ramnauth
Assistant Editor: Jack Considine
Producer: Hannah Stone
EP: Julie Axell

Transfer + Online + VFX: Alter Ego
Colourist: Wade Odlum
Colour Assistant: Malini Khotsiphom
Lead VFX Artist: Joel Osis
VFX Artist: Saba Zahir
Executive Producer: Hilda Pereira
VFX Producer: Bobbi Dedman

Audio: Vapor Music
Creative Director: Ted Rosnick
Sound Engineer: Ethan Myers
Sound Designer: Kevin Chamberlain
Executive Producer: Lindsey Bates

Production: Spy Films
Director: Angelo Cerisara
EP: Marcus Trulli
Line Producer: Chris Boddy
Production Manager: Alan Kuipers
Production Coordinator: Kyle Sanderson
1st AD: Bruno Louza
DOP: Krzysztof Trojnar
1st AC: Marc Pierce
2nd AC: Jacques Branch
Video: Brendan Bresnahan
DIT: Ryan Alexander
Script: Suzanne Link
Gaffer: Nathan Monk
2nd Electric: Ko Maddock
3rd Electric: Keegan Garland
4th Electric: Kay Grospe
Package Truck: Steve Couto
Key Grip: Blake Ballentine
2nd Grip: Mike Lyte
3rd Grip: Rico Joyce
4th Grip: Jesse McGrath
Hair & Makeup: Shannon Burnett
Stylist: Kate Day
Stylist: Wellington Warner
Prosthetics: Skye Tostowaryk
Prod Designer: Jay Pooley
Casting: Jigsaw