The champion of breaks since 1937, Kit Kat which unveils its breakthrough in creating art with brainwaves.
Coined as Kit Kat Break Art, the campaign aims to illustrate how brainwaves fluctuate during periods of stress and relaxation and prove that Kit Kat is still your ultimate break companion. Break Art uses brainwaves that send signals to tell someone’s emotions and mood after having a Kit Kat bar.
With an EEG (Electroencephalography) headset, relaxation levels are detected, interpreted and transformed into a unique art piece using colourful icons. The background, colours and icons represent how relaxed or tensed you are. The highlight of the whole process comes in when you munch on a Kit Kat bar – your art piece will change as your brain activity eases up with chocolate.
For once, we can all be artists drawing up our distinct and personalised art piece using our own brainwaves.
The campaign was taken on tour around seven universities to highlight how important resting is to the brain. Participants sat and enjoyed chocolate as their mind generated a unique piece of art which changes in real time until you finish the chocolate. Image is then saves and shared as your own unique brain break art experience.
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.
Intern (Art Director)
KIT KAT, 2013