ADC Awards
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Learn more about ADC105
Have AI Break
Agency Courage / Toronto + KitKat / Toronto + Alter Ego / Toronto + Eggplant Music and Sound / Toronto
Category
AI / Idea
Annual ID
ADC103_ART013M
About the Work
Today, AI is tasked with doing just about everything, from generating heartfelt letters to returning thoroughly detailed research results. And, as it turns out those results could be enhanced with the right prompting. A recent Google DeepMind study on large language model-based AIs, detailed how prompting “take a breath” before any request improves the accuracy of the response. Which had us and KitKat thinking, would it work with the world’s most iconic tagline?
The results were pretty sweet: Asking the AI to “Have A Break, and then…” led to detailed, more accurate responses when compared to the same question without the additional instruction.
KitKat’s discovery was shared with the world with a vibrant video that went live on social media across the globe. It didn’t take long before leaders in the tech world spread it like wildfire touting the innovative use of AI. The results were astounding with over 8.7 Million organic impressions from the first week. The conversation-starting video boosted KitKat’s social engagement by 120% propelling KitKat’s already sizable brand love an extra 250%. Soon enough, our discovery had the whole world typing KitKat’s famous tagline over and OVER again – using “have a break” to answer their biggest questions.
The results were pretty sweet: Asking the AI to “Have A Break, and then…” led to detailed, more accurate responses when compared to the same question without the additional instruction.
KitKat’s discovery was shared with the world with a vibrant video that went live on social media across the globe. It didn’t take long before leaders in the tech world spread it like wildfire touting the innovative use of AI. The results were astounding with over 8.7 Million organic impressions from the first week. The conversation-starting video boosted KitKat’s social engagement by 120% propelling KitKat’s already sizable brand love an extra 250%. Soon enough, our discovery had the whole world typing KitKat’s famous tagline over and OVER again – using “have a break” to answer their biggest questions.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Courage / Toronto
Media Agency
Thrive / Toronto
Client / Brand
KitKat / Toronto
Production Company
Alter Ego / Toronto
Music / Sound Production Company
Eggplant Music and Sound / Toronto
Associate Creative Director
Matt Miller
Tommy Yong
Composer
Peter Pacey
Editor
Marcus Barrie
Executive Producer
Hilda Pereira
Nicola Treadgold
Graphic Designer
Edward Deng
Producer
Katie Fowler
Writer
Emma Lorenzi
Founder, CCO
Dhaval Bhatt
Joel Holtby
Senior Strategist
Lyndsey Westfall
Senior VP, CMO
Tracey Cooke
Account Director
Sacha Alleyne
Account Executive
Jordan McConnell
Account Supervisor
Niharika Chadha
Assistant Marketing Manager
Jenny Chu
Audio Director
Jamie Pennock
Corporate Affairs
Brittany Blow
Group Account Director
Alex Karayannides
Marketing Leader, Everyday Confectionary
Riona Coller
Partner, CSO
Tom Kenny
Partner, President
Niki Sahni
post production coordinator
Sunaina Arora
Senior Marketing Manager
Aseem Gulati
Sound Design & Mix
Peter Pacey
VFX Producer
Bobbi Dedman
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