Kitkat
Typoglycemia is the ability to read and understand words even when the internal letters are mixed up. KitKat turns scrambled messages into wayfinding guides, directing curious passersby to the launch of the new KitKat Mix-Ups.
It started when KitKat decided to mix up its iconic logo.
But with the launch of the new KitKat Mix-Ups around the corner, the brand needed to double down on its mixed-up messaging. So we took this idea a step further.
We created a sampling event using signage written in typoglycemia that turned product discovery into an unexpected journey.
Leading curious crowds straight to our mixed-up KitKat Mix-Ups truck.
People stopped in their tracks, leaning in, debating and laughing as they decoded the mixed-up messages scattered throughout the streets.
The activation brought together people from all walks of life, proving that no matter how mixed up things get, everyone can agree on one thing. Have a break, have a KitKat.
art director: grace zhou
copywriter: george hobby