Windows Break

Agency: Courage
Client: Nestlé Canada

On July 19, 2024 the world experienced the biggest IT outage in history, affecting millions of Windows devices. With computers around the world on a break, the brand synonymous with breaks responded. In less than 2 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.

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.