Kate Middleton was in early stages of labour at the private Lindo Wing at St Mary’s Hospital in Paddington waiting to give birth to the Prince of Cambridge - the future king of England. The world’s media were assembled outside, ready to capture the moment. But the birth was delayed because Kate had hoped for a natural birth. During the days of this delay, a heatwave fell upon the West London hospital and reports were showing a hot and tired world’s press.
After learning about the delay of the royal birth in the newspaper and living through the heatwave, the idea of giving the world’s press a break from waiting in the heat became clear.
We took a van and a camera crew down to the hospital that afternoon and dispensed over a hundred 99 ice cream cones using Kit Kat chocolate fingers stuck into the vanilla ice cream. The footage was posted that evening on social media with the caption, ‘World’s media - you’ve been on Royal baby watch for weeks now in the scorching heat. Have a cool break on us. Have a break, have a Kit Kat.
Art direction - Alex Kaminski
Design - Alex Kaminski