Issue #055

Charlotte Hurd


Welcome to your weekly dose of TOO x TOO this week featuring the workaholic hotel, KitKat take on Willy Wonka, Boomers get on their Brompton, and Mini get personal.  

The Workaholic Hotel  

Singapore is hoping to entice business travellers post pandemic with a new hotel concept whereby guests can avoid the 14-day quarantine requirement by trading constant testing for private meeting spaces. 

When guests arrive, they are taken to the purpose built hotel, where they quarantine until a negative Covid test is completed. The hotel amenities have been designed with business travellers in mind – with 40 private meeting rooms, meals included in rooms costs and concierge services which can be accessed via an app. 

 This idea talks perfectly to the anxiety around health that many of us will continue to carry post virus. However, with many of us forced to cut back on travel over the last year and businesses having to find innovative ways to work and collaborate – will business travel ever have the same demand again. 

KitKat take on Willy Wonka 

With Easter around the corner, many chocolate brands will be looking to ways in which they can create experiential moments virtually. Nestlé Brazil are first to the party with their KitKat Chocolatory – a customisation centred flagship dedicated to the humble KitKat.  

The digital store will replicate physical experiences for consumers, for example, visitors can create a pick ‘n’ mix selection of a minimum of 10 bars from 18 KitKat flavours and choose between three types of packaging, emblazoned in one of four prints. They can also choose personalised messages to be printed on these boxes or laser-etched onto metal tins. 

For a small cost, shoppers can take their customisation to the next level by printing their own photos directly onto KitKat bars using edible inks.. 

Service design advancements allow quick and easy deliveries. A Multi-Stock feature identifies the nearest physical store to carry out the delivery, alongside click and collect options and two-hour express delivery for São Paulo residents.  

Boomers get on their Brompton 

In their new campaign, Brompton have asked Boomers and Seniors to get in their bikes.  

The outdoor campaign was a runner up for this year’s TfL Diversity in Advertising contest and shows that you can create a beautiful, stylish campaign when working with this older, sometimes forgotten audience.  

Mini get personal  

Car brand Mini have enlisted the help of a number of creatives including digital influencer Miquelaskateboarder Briana King and fashion designer Sir Paul Smith to promote its latest electric models.  

The campaign, which is running on their social channels currently shows Miquela, Briana King and Sir Paul Smith showcase the different models in their own distinct way. Some take their personalisation much further than others -  Istanbul-based Tuba Geckil’s contribution for example - creates a car-shaped cake. 

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