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Kit Kat turns packaging into holograms of a Japanese boy band

Kit Kat turns packaging into holograms of a Japanese boy band - marketing campaign kit mail hologram - sound music ad advertising - sound identity musicmatters music blog audio branding sound design

In Japanese, Kit Kat sounds like ‘kitto katsu’ which means ‘surely win’.

That’s why the chocolate bar has become a popular gift for students studying for university entrance exams.

This campaign, by J. Walter Thompson APAC, uses music in a unique and innovative way.

It allows people to send students some encouragement during the most stressful times in a young person’s life.

The Kit Mail Hologram is a package that includes a KIT KAT bar as well as a pre-cut clear plastic pattern. Students that receive it, can assemble the pattern into pyramid-like structure and place it upside down on a smartphone.

Then, they have just to play a designated YouTube video by DISH// - a Japanese boy band, and its music performance appears like a hologram.

“Students studying for entrance exams are not alone, even though their friends and family live far away. With Kit Mail Hologram, the four boys from the band DISH// suddenly appear in as a hologram in the room to encourage them,” said J. Walter Thompson Japan’s senior creative director Kohei Kawasaki.

The campaign is one of the gold winners of the Clio Music.


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