Digital break

DESCRIPTION

Chocolate bar brand Kit Kat has long employed its tagline “Have a break, have a Kit Kat”. It wanted to create a website that reinforced this message and allowed busy workers to stop frantically working and have a few moments of peace and quiet.

These days brands love to do clever things online - be it webisodes, widgets, Facebook applications, games etc, they are sure to make a marketing director beam with a smug sense of new media achievement. So it is highly unusual to find a website that does absolutely nothing. Kit Kat did exactly this with its website www.thefirstworldwidewebsitewerenothinghappens.com.

As the page is loading a series of words appear in succession on the screen including "deadline", "work", "girlfriend" and "download". The page loads to reveal nothing but the time you arrived on the site and the KitKat branding, complete with the famous tagline "have a break". In the small print at the bottom of the page is the message “if you detect something happening here it's probably a bug and we'll try to fix it" along with a contact address.

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