Web & Interactive
Kit Kat's Breaktown
This exclusively Japanese community website showcases four trendy young Japanese characters and their adventures in an imaginary world called "Breaktown." A playful collage of photographs, original art and found art. Elements were used to create the buildings, inhabitants, and signage of Breaktown. The Breaktown campaign included an online contest to cast real world participants, called "Breakers", to go on product-related "missions". After each mission, the participants reported back through the site, using journal logs, photos, sound and video. Registered site visitors were invited to vote on their favorite Breaker. The missions culminated in an overall winner who received prizes and notoriety as the most fun and creative Breaker.
The bottom two screens are unused work from the original pitch and feature character designs by Rick Froberg and Todd James.