KitKat: Have A Fantastic Break

Like elsewhere in the world, KitKat is a popular brand in Indonesia, associated with “break”. However, for young people any snack is good to accompany their break time. Thus the challenge to create a stronger link for KitKat as THE break-time snack. “Kamentok Rider” video taps on moments when people get stuck, caused by mental block (or “mentok” in Bahasa Indonesia.) Fictional - and rather fantastical - characters were created to illustrate this unpleasant experience and how taking a little break with KitKat could help us to survive.

Without supports from any mainstream media, the viral video received more than 20,000 views only 3 days after it was shown in YouTube, thanks to its irreverent content.