Nestlé sends KitKat into space for Felix Baumgartner
By Matthew Chapman, campaignlive.co.uk, Monday, 15 October 2012 12:17PM
Nestlé sent a KitKat into space this weekend in order to show support for Felix Baumgartner ahead of his skydive from the edge of space.
The Break from Gravity project saw the four-fingered chocolate bar sent to a height of 22 miles after beginning its ascent from Cambridgeshire at 11.20am on Saturday (13 October).
JWT London conceived the campaign as a way of keeping Baumgartner’s "spirits high" ahead of yesterday’s skydive, which saw him jump from a balloon 24 miles above New Mexico and break the sound barrier in the process.
Baumgartner had been preparing for the record-breaking skydive, which was sponsored by Red Bull, for five years and in the lead-up to yesterday’s jump the mission had to be delayed several times to await the perfect conditions.
The activity by KitKat is designed to fit in with the brand’s "have a break" strategy and saw camera footage shared via the brand’s social media channels.
Footage was posted on the KitKat Facebook page and on Twitter, where users were encouraged to use the hashtag #breakfromgravity.
Creative directors for the campaign were Barry Christie and Jason Berry.Follow @mattchapmanuk
This article was first published on campaignlive.co.uk
- Head of UX & Digital Design Director MCG Associates tax free competitive package, Dubai (Emirate) (AE)
- Ad Ops Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Digital Marketing Executive, London, up to £30k Blue Skies Marketing Recruitment £25000 - £30000 per annum, London
- Analytics Manager | 3 months Contract Salt £350 per day, Slough
- Creative Copywriter Blue Skies Marketing Recruitment £20000 - £25000 per annum, Guildford
- KitKat's mocking Apple tweet outperforms Oreo's Superbowl
- Social Media Week: what social media has taught us
- TfL launches selfie campaign to encourage people to get home safely
- Argos releases alien swan song ad
- Branded Content sends messages ads cannot, Diageo boss says
- 13 ways to create a winning print ad