KITKAT 
Royal Stunt

Challenge

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.

Insight

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.

solution

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