Commuter camouflage hoodies.
KITKAT has released Commuter camouflage hoodies, designed to blend in with Australian public transport seat patterns in a campaign via VML.
The campaign features comedy duo Swag on the Beat and creator Will Gibb.
“KITKAT’s mission is to help give Aussies better breaks,” said Nestlé head of marketing confectionery Shannon Wright.
“Our KITKAT Commuter Camo Hoodies are a playful way to empower commuters to claim back their commute as break time and say – ‘No talk, just break.’”
87% of Australians see their commute as an opportunity for a break and some ‘me time’, with 59% of commuters wishing they could be invisible on their commute, according to Nestlé.
“The best creative ideas come from tapping into culture in a way that truly connects with people—making an impact while also adding real value to their lives,” said VML Melbourne & Sydney group ECD Richard Williams.
“And if we can make them laugh along the way, even better. Commuter Camo is a perfect example of this, turning a simple, relatable insight into something fun and memorable.”
The campaign has rolled out across social, online video and OOH.
“Our collaboration with Nestlé has always focused on pushing creative boundaries and delivering work that resonates deeply with people – and in the case of KITKAT, helping people embrace the iconic message, ‘have a break’,” said VML ANZ CEO Thomas Tearle.
“This campaign wasn’t just about introducing a hoodie—it was about addressing a powerful cultural insight: the need for Australians to reclaim their ‘me time’ during daily commutes.”
Credits
Client: Nestlé
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Head of Marketing Confectionery: Melanie Chen
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Head of Marketing Confectionery: Shannon Wright
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Marketing Manager, Chocolate: Lauren Mann
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Senior Brand Manager: Sarah Lewis
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Senior Brand Manager: Alina Yakovlieva
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Senior Consumer PR & Social Manager: Emma Wilson
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Assistant Brand Manager, Chocolate: Kate Paterson
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Digital Brand Manager: Ella Peters
Creative Agency: VML
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CCO APAC: Paul Nagy
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CSO AUNZ: Alison Tilling
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Executive Creative Director: Richard Williams
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Creative Director: Jack Delmonte
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Copywriter: Jared Kinsler
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Art Director: Madelene McGuinness
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Strategy Director: Richard Plocki
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Executive Producer: Rachel Rider
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Senior Producer: Stevi Russell
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Junior Producer: Bella Lasovski
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Group Account Director: Sam Scheidler
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Senior Account Manager: Becky Holwerda
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Senior Director (Resourcing): Kelly Foxcroft
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Senior Finished Artist: Jimi Ayling
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Junior Graphic Designer: Lewis Barnes
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Editor: Mitch Clark
Media: OpenMind
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Connections Planning Director: Kim Piache
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Implementation & Activation Associate Director: Josh Price
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Implementation & Activation Manager: Isobelle McDonnell
PR & Influencer: Eleven PR
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Group Client Partner: Maggie Stergiopoulos
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Business Director: Niamh Hamill
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Social & Content Account Director: Christina Nguyen
Production: Stillpoint
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Photography: Moonboy
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Sound Design: Noise
