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Windows Break
Agency Courage Inc. / Toronto + KitKat / Nestlé Canada / Toronto + Thrive Media / Toronto + Alter Ego / Toronto
Category
Social Post / Real-time Response
Annual ID
OS25_SM011S
Background
On July 19, 2024 the world experienced the biggest IT outage in history due to a faulty CrowdStrike software update, which affected millions of computers worldwide. Within minutes, Windows devices across airports, offices, and even Times Square displayed the same infamous "Blue Screen of Death" error message.
Creative Idea
In less than two hours, KitKat turned the Windows "Blue Screen of Death" into a KitKat ad, becoming the first brand to respond to one of the biggest cultural moments of 2024. Same word count. Same layout. And a QR code leading consumers to purchase KitKat.
Insights & Strategy
66 years ago KitKat famously released its tagline, “Have a break, have a KitKat.” But over time, KitKat has struggled to maintain its relevance. So to stay in the conversation, KiKat needed to find moments within culture where they could join the conversation and continue to drive relevancy
The insight was simple: With devices around the world on a break, the brand synonymous with breaks—KitKat—could turn a moment of global frustration into a timely reminder to "Have a break."
The insight was simple: With devices around the world on a break, the brand synonymous with breaks—KitKat—could turn a moment of global frustration into a timely reminder to "Have a break."
Execution
The Blue Screen of Death was the most shared image on the day of the IT blackout. So, KitKat decided to play off the same visuals, turning its blue background, red, and even retaining the same word count and layout as the original error message.
With single-minded reminder for people to use the downtime to take a break.
The ad was released on social first, with a fast follow that saw KitKat swapping existing digital OOH media buys from a different KitKat campaign, with the Windows Break ad.
Bus shelters, prominent out-of-home locations and Toronto's biggest railway hub were picked within a matter of minutes, to target office commuters who were probably on their way home as they couldn't use their office computers or systems.
With single-minded reminder for people to use the downtime to take a break.
The ad was released on social first, with a fast follow that saw KitKat swapping existing digital OOH media buys from a different KitKat campaign, with the Windows Break ad.
Bus shelters, prominent out-of-home locations and Toronto's biggest railway hub were picked within a matter of minutes, to target office commuters who were probably on their way home as they couldn't use their office computers or systems.
Results
The campaign struck a chord globally, garnering widespread media attention for its levity and timeliness. KitKat saw a 230% increase in engagement across its social channels, a 520% increase in earned media value, and a 179% return on ad revenue. By turning a moment of collective frustration into a memorable experience, KitKat showed that even during a digital meltdown, there's always time for a break.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Courage Inc. / Toronto
Media Agency
Thrive Media / Toronto
Client / Brand
KitKat / Nestlé Canada / Toronto
Post Production Company
Alter Ego / Toronto
Chief Creative Officer
Dhaval Bhatt
Joel Holtby
Chief Strategy Officer
Tom Kenny
Copywriter
Kushal Lalvani
Creative Director
Hemal Dhanjee
Steve Ierullo
Motion Designer
Ian Flaig
Producer
Bobbi Dedman
Senior Strategist
Lyndsey Westfall
Account Director
Sacha Alleyne
Account Executive
Jordan McConnell
Account Supervisor
Niharika Chadha
Assistant Marketing Manager
Danielle Weiss
Editor & Motion Graphics
Marcus Barrie
Group Account Director
Alex Karayanides
Head of Production
Clair Galea
Marketing Leader, Everyday Confectionery
Riona Coller
Marketing Manger
Zeeshan Quereshi
Planner, Connections Planning
Allison Schuck
Post Producer
Sunaina Arora
President
Niki Sahni
Senior Director, Connections Planning
Kristin Hands
Senior Marketing Manager
Aseem Gulati
Senior Vice President, CMO
Tracey Cooke
VP, Client Business Partner
Stefano Norcia
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