Kit Kat: School

It's hard to see the detail even in the high-res image, but the small pieces are actually objects related to a subject.

Advertising Agency: JWT, Singapore
Executive Creative Director: Tay Guan Hin
Creative Director: Ali Shabaz
Copywriters: Andrew McKechnie, Joseph Cheong
Art Directors: Ang Sheng Jin, Clarence Chiew

May 2008


Steviec's picture
126 pencils

Why bother, if I couldn't see it the first time, you would have had me flipping to the next page. How big was it published? It's an ad for ad people, not students.

theanc's picture
2783 pencils

Even if it was an outdoor it would still be bad.

avmacdon's picture
21 pencils

When I see it on a large scale, I find it looks like remnants of bugs. Kind of grosses me out considering the whole rumour around fly's and chocolate bars.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

Although probably been done a lot (like some said), I'm still liking that ad with the two KitKat bars forming a pause sign. At least with that ad, my grandmother didn't even need her reading glasses to get it. But then, with all her teeth gone, she's probably not their target. : (

Ant's picture
64 pencils

yah man...who cares

phoamcor's picture
1284 pencils

I wish I could write FAIL in teeny tiny type because that would make my comment a lot cooler.

pencilme's picture
4 pencils

A whole new way to show the iconic break of the bars. Simple and smart.

Saatchi Makak's picture
Saatchi Makak
246 pencils

Oh, yeah, man, man ....

Luke Jones's picture
Luke Jones
14 pencils

Sweet execution. Good to see a fresh take on a true classic brand.

pistun's picture
21 pencils

This will do great at all the shows with a Microfiche category.

cullers's picture
332 pencils

hehehehe. That was funny!

Blue Koala's picture
Blue Koala
199 pencils

"It's hard to see the detail even in the high-res image, but the small pieces are actually objects related to a subject."

You kill yourself.
Just an opinion.

Just an opinion.

the Pun-isher's picture
the Pun-isher
228 pencils

As much as we creatives think we are so clever - we're not.
This(above) proves that almost all ads are created for other advertising people to see.
Yes, we get the pat on the back from the intern copywriter and, if he's in a good mood, your creative director might even wink in appreciation at you pushing the envelope.
Then we show it to the tea lady-she doesn't get it. we think she dumb.

She's not. We are.

dcgroppo's picture
239 pencils


ahpitt's picture
342 pencils

Yes, we are.

Advertising is neither for award-wining, nor self-satisfaction, but it's to deliver message effectively to the consumers and motivate them.

JAGGY's picture
1382 pencils

I love this whatever people say!! Well done.

Jaggy, MICA Ahmedabad

Olafski001's picture
1193 pencils

as a print this cannot work, the details are right in the middle

jorj's picture
638 pencils


Mansoor Bhatti's picture
Mansoor Bhatti
171 pencils

Its a horrible AD to be on the homepage. There is no detail of objects and no relavance to the chocolate I see.

and I 100% agree with Pun-isher......


bhatnaturally's picture
95 pencils

A case of an idea sounding great on paper but impractical on execution. If it does not register (which it does not) in one glance, no amount of 'wow' from advertising types is going to help the brand. A fresh take on 'take a break' but does not get the message across.

Writer's picture
129 pencils


R. Rinaldi's picture
R. Rinaldi
686 pencils

Beautiful, wonderful.

kakofonie's picture
28 pencils

i don't even want to go into the idea itself...but honestly...if noone can see, what you're trying to tell: you failed

Luke Jones's picture
Luke Jones
14 pencils

Dimwits, it's obviously not meant for online viewing. You monkeys are not the target audience. In the right context (poster), it works.

yun siang orangutan's picture
yun siang orangutan
298 pencils

Well said. Jail the dimwits.

Toro's picture
1046 pencils


sick of singaporean advertising

scam central

Blue Koala's picture
Blue Koala
199 pencils

AdFest doesn't proof, keep eyes on next awards.
Just an opinion.

Just an opinion.

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