KIT KAT: Kit Kat - The Break City

In 2012- 2013, we managed to refresh the social media landscape and gather 200k fans to our Facebook page by posting a single news everyday at 1:55 sharp.
In 2013, we wanted to expand our "break" territory, to cover broader topics, while still keeping our famous five-to-two news. So Interactions Romania created The Break City, a special place, where your mind could easily take a break from the ordinary.
To mimic the reality of a true city, we created various institutions, each with their very own identity:
Doctor Break
The Supreme Authority of Breaks
The Breaking Newspaper
Kit Kat TV
The Non-Research Institute
etc.

Each Facebook post was designed to represent one of these Break Institutions, which allowed us to take on daily news, activities and events from the Romanian landscape and present them in a relaxed, slightly ironic way.