KitKat paid creators to do absolutely nothing! This extensive campaign, which successfully launched KitKat's new product — Tabulky — was developed at Subscribe over the course of six months. It spanned over 30 personalities, 90 deliverables (many shot on archaic Super8 cameras), reach across Instagram, YouTube, and Twitch, plus two jam-packed events. Renowned director Markus Krug contributed to the campaign, which was guided by the following internal motto:
"The amount of content we consume every day is enormous. Studies show the impact of social media on society. We won't preach about what people should do with their time — we'll inspire them instead."