Kit Kat give Felix Baumgartner and his team a fun break

On Saturday 13th October 2012, to give Felix Baumgartner and his team a fun break, a Kit Kat was sent into space in an unparalleled show of support. Created by JWT London, the activity ran ahead of Felix Baumgartner’s record-breaking skydive on 14^th October from the edge of space.

Felix had been delayed on several occasions during the week due to the weather. As Felix and his team waited for the perfect conditions to carry out the skydive, Kit Kat sent up four fingers to the edge of space in a show of support and to keep spirits high.

The iconic four finger confectionery brand started its ascent from Cambridgeshire (UK) at 11:20am, rising to a height of 116490ft (35.5km / 22miles).

Camera footage, which tracked the Kit Kat’s ascent and descent, was shared via the brand’s social media channels. It was posted on the Kit Kat Facebook page (http://www.facebook.com/kitkat) and on Twitter (http://twitter.com/kitkat), where users were encouraged to use the hash tag #BreakFromGravity. The footage is also available on YouTube (http://youtu.be/jIhPDuvr3No).

Project name: ‘Break From Gravity’

Clients and Job Titles: Stewart Dryburgh, Global Marketing Manager, Confectionery SBU and Tamara Spada, Digital and Social Manager, Marketing and Communications 

Brief: Capitalise on Felix Baumgartner’s wait to break the world record for the highest free-fall from the edge of space, with observational, topical content, that will give Felix, and our fans a reason to smile in their break

Creative agency: JWT London

Executive Creative Director: Russell Ramsey

Digital Executive Creative Director: Ricardo Figueira

Creative Directors:  Barry Christie and Jason Berry

Creative: Chris Jones

Community Manager: Ria Campbell

Producer:  Laura Thorne

Planners (creative agency): Mobbie Nazir and Richard Cottingham

Global Director in Charge: Kat Sutcliffe

Account Director: Kate Gunning

Head of JWT Live: Jonathan Terry