Signals

Australia – KitKat has released a limited-edition Commuter Camouflage hoodie that blends into the patterned seats of Australian public transport, designed to give commuters more uninterrupted ‘me time’.

Developed with VML Australia, the reversible hoodie responds to research showing that 59% of Australians wish they could be invisible on their journeys, with the average commuter spending 194 hours a year on trains and buses. The design uses iconic Melbourne and Sydney seat patterns, complete with Totalzip technology for full coverage, and a discreet temperature-friendly ‘choc pock’ to store a KitKat bar without it melting.

Nestlé’s head of marketing confectionery Shannon Wright described the campaign as a playful way to help Australians reclaim their commutes as break time. The initiative has been amplified through social media content, OOH activations and influencer partnerships, generating more than 25m impressions to date (source: Little Black Book). 

The hoodie taps into a very relatable feeling – commuters’ desire for peace – while making KitKat’s Have a Break slogan more humorous. For more insights on how brands are using next-level comedy to cut through the noise, read our Cannes Lions 2025: The Unhinged Humour Opportunity report.