J. Walter Thompson Casablanca have made Cannes Lions history this year by winning the first ever Lions awarded to any agency in Morocco with KitKat “Break The Speed” campaign for Nestlé Tunisie Distribution, at the Cannes Lions Festival.
The agency picked up a Gold Lion and a campaign Silver Lion in the Industry Craft category, only the second and third Lions ever awarded to work by a Moroccan agency. The agency also won a campaign Bronze Lion in the Outdoor category marking the first ever Cannes Lions award for creative work in the market. The four executions in the awarded campaign are called “Street”, “Factory”, “Office” and “Metro Station”.
A Cannes Lions award is considered the global benchmark for creative excellence, honoring the best work and brightest thinking in marketing communications today. The Outdoor Jury primarily looks at the strength of the creative idea and its execution.
The “Break The Speed” campaign tackled the fast world we live in today, visually demonstrating that with a KitKat, no matter how fast the world around us might be, we can always make time to stop and have a break. Illustrating speed through a stop-motion type technique, the treatment exposed the subject and their environment in full detail across one segment of the billboard. The remaining space was treated as background, with the character’s spatial scenario bleeding left and right into a visually arresting representation of speed lines.
Commenting on the wins, Hazem Kaddour, Managing Director of J. Walter Thompson Casablanca said, “Break The Speed created a lasting impression due to its relevance in peoples’ everyday lives. The fascinating way the KitKat story was told – simply yet beautifully – makes us even prouder. I am also extremely proud of how JWT’s adaptability and agility meant the client’s needs were met by a team in Casablanca. The historic wins – first ever Gold, Silver and Bronze Lions for Morocco – is something the entire nation can be proud of.”
“Break The Speed” was specifically designed for Tunisia, where KitKat is not as well-known as in other markets around the world, yet the pressures of everyday life meant all Tunisians could relate to the brand’s proposition.
JWT Casablanca’s creative director, Mohamed Oudaha explained, “Pushing creative boundaries for relevance with consumers is something we are always trying to do. Our markets deserve work that is not only creative but also award-winning. A Moroccan agency’s first lions, plus a Gold, is a great moment for everyone: KitKat, Nestlé, JWT and Moroccans. It means we have finally put Morocco on the creative map and represents everything to the agency team.”
Ramsey Naja, Chief Creative Officer for J. Walter Thompson in the Middle East and Africa added, “I love it when offices box above their weight. Tiny team, huge ambition, and a relentless determination to bring fame to our brands – that’s JWT Casablanca for you. Their enthusiasm is infectious and their ability to push the envelope frankly inspiring. What a great bunch.”
- Walter Thompson’s partnership with Nestlé began some 85 years ago, and the agency’s work for KitKat has played a significant role in the brand being named one of the most influential candy bars of all time, by Time magazine.