With the increasing accessibility of artificial intelligence, the company identified an ideal opportunity to stick to their own philosophy and let the AI create their latest campaign while they “take a break".
Through generic and appropriate instructions such as: “Create a Gen Z-style KitKat ad”, “Create a KitKat ad in Gen Z style”, “Write a KitKat ad aimed at gamers” and “Develop a KitKat ad on current trends”, the brand was able to generate quite interesting. This campaign was run in partnership with Wunderman Thompson Australia.
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The generated scripts were used to request the creation of images through a generator, thus generating some “fairly good” images. An AI voice was also successfully employed.
The results weren't flawless, but they allowed people to focus primarily on enjoying the chocolate, according to the company. “AI is transforming our industry and many others, but not every brand has something relevant (or funny) to contribute in this area", said João Braga, creative director of Wunderman Thompson.
“KitKat is synonymous with breaks, and AI gives us more of them. So we decided to take the opportunity and play around with the AI a bit – while we still have time.”
Melanie Chen, head of Nestlé confectionery marketing, added: “We support creating more 'take a break' moments, so when Wunderman Thompson asked us if we could let the AI design our next set of commercials, we couldn't. refuse. I believe we can all agree with the results: AI will not replace jobs in our industry as quickly without extra caution.”
The campaign is already live with 30', 15' and 6' digital videos and social media, in addition to 30' audios and podcasts.
