JWT London - Kit Kat print campaign.
The 'Longest tennis match ever' Kit Kat Campaign by JWT London was created to advertise Kit Kat at wimbledon to the thousands of tennis fans, this advertisement really had to make a connection with Tennis and wimbledon, JWT decided to use the 2010 wimbledon John Isner vs. Nicolas Mahut which was the longest tennis match ever. Isner beat Mahut 70-68, as put on the advertisement in the style of a tennis score board, This was really what made the print work, without the text no one would have a clue what the beaten tennis ball was really relating to. The tennis ball pictured is the main focus of the advertisement the first thing you look at, this ball definitely needs a break, this links into Kit Kats longtime tagline 'have a break, have a Kit Kat'
When you look at the tennis ball to get in that state someone must've played for a longtime to get the ball to that state, those players must've needed a break. Thousands of tennis fans come to wimbledon every year, this advertisement was made to advertise to the crowd, of which this long tennis match will bring back good memories therefore this advert makes a connection with the audience.
The background color is clean, and causes no distraction to the eye, keeps focus on the tennis ball and the score, this helps the tennis fan audience understand the advertisement a lot quicker. The colours used on the ad follow the Kit Kat brands theme and uses the the classic tagline in the font which is previously used for every other Kit Kat branding on packaging and other adverts, This instantly tells us that this advert is Kit Kat by using the internationally known Logo, which features red type inside a red oval, the branding is very basic but is very effective as its so recognisable.
The print was devised, designed and retouched within an hour and was sent off to wimbledon for the next days plays. There ad bikes carrying the prints were also dispatched by the wimbledon gate for thousands of appreciate fans to see. Over all the advertisement was able to use a tactical approach to a historical event to really make a connection with the audience of tennis fans.
The design was created by the JWT design team run by New York raised Jason Berry who is creative director of JWT who was in charge for several campaigns with brands such as Kelloggs, Crunchy Nut, Smirnoff vodka, Rimmels and Pataks. The campaign was created at JWT London located at Knightsbridge green. JWT have done a lot of work for many big food corporations such as Nestle, Premier foods, Kenco to work for retailers like Debenhams and even the Army and Petrol company Shell. JWT are known for their heritage of innovation and their wide range of experience using many different media and print based campaigns. JWT London are also known for their scale and experience of the world.
