Developed by JWT Singapore, 'Break art by Kit Kat' is travelling to campuses across the country over a period of seven weeks. Software program Break Art Live! and an EEG 'neuroband' will be used to generate art from people’s brain activity.
Students who enter the ‘brain booth’ get to see exactly what happens to their brain after they have eaten a Kit Kat, and they get to take home a personalised piece of art created by their own mind, according to the agency.
Participants also receive a canvas tote or badge bearing their individual creations.
“We always knew that Kit Kat is a great way to take a break and get you in the mood for whatever is next,” said Alan Leong, associate creative director at JWT Singapore. “Now we have the technology to prove it.”
A group of influential personalities, including DJs, bloggers and actors, created their brainwave art at invitation-only events earlier in July.
“The Break Art was very cool and interesting, and I liked the art I created,” said Velda Tan, fashion and lifestyle blogger and co-founder of Love, Bonito. “It was very sensitive to how I was feeling. Especially after having the Kit Kat, I could see a whole lot of difference.”
Magdalene Tan, group brand manager at Nestlé Singapore, said the brand is constantly looking for innovative ways to reach out to its core target audience––youths aged between 18 and 24––and that it hopes the campaign will help entrench Kit Kat as the brand youths want to have breaks with.
“Break Art by Kit Kat is the first time a brand has managed to showcase how having a break has physical changes to one’s brain waves, and this further strengthens the Kit Kat message that taking breaks is important and good for you,” she added.
The campaign also involved a Facebook app, Smile Maker, which allows consumers to measure a person’s smile and create their own Break Art. Participants can also challenge their friends to a 'smile off' using their webcams.
Users who share their Break Art on their timeline or participate in the Kit Kat Smile Maker or Smile Challenge can earn Kit Kat dollars, which can be used to redeem Break Art merchandise, including a limited edition Nooka watch on a new Kit Kat social store set up online for this campaign.
“Our Smile Maker app on Facebook also reinforces our brand essence of putting the smiles in people’s breaks,” Tan said.