We identified a gap in the emoji lexicon, there is no emoji to symbolise 'to have a break', or 'enjoying a break’ and we decided to try and change this. Emoji's are globally recognisable symbols to represent an item, word or phrase and Kitkat with it's breaking bar is perfect to represent a difficult phrase to symbolise.
Starting as a proactive idea presented to the global client who got behind it, it utilised the change.org petition platform for a central point of global support. The global KitKat twitter channel and various local market youtube channels were used for awareness, with 92K views in Argentina. Without heavy media support a buzz was created and the story was picked up by many online journalists.