The Problem: 

KitKat is an everyday fan favorite. However, at the end of the year, people tend to choose something else, Lindt or Ferrero over the KitKat they know and love. It’s the week between Christmas and New Year. When one knows what to do, or even what day it is. It’s one confusing relaxing limbo. How do we make the brand top of mind to end the year?
 
The Insight: 

During the weird filler week between Christmas and New Year, it’s easy for individuals to feel guilty for not embracing this free time productively. The final week of the year is often overlooked rather than celebrated as a well-earned period of simplicity and the joy of doing nothing. 
 
Unlocking Greatness:

Decembuary. We decided to give this nameless week a name—'Decembuary.' From now on, whenever this time of year comes around, people can celebrate Decembuary by doing whatever they want, following their feelings, and simply enjoying the break, no overthinking, no guilt.