CHALLENGE



Captcha is the security feature that requires website visitors to rewrite distorted words to prove that they are human and not a computer bot. What if we could create an ad format out of Captcha forms?



INSIGHT



Renowned for being one of the more frustrating online security measures, KitKat worked with PlayCaptcha advertising firm Future Ad Labs to launch a more engaging and fun alternative to Captchas for KitKat fans.



SOLUTION



Instead of guessing the skewed words and numbers on a Captcha form, PlayCaptcha users can now simply swipe along KitKat foil by using either their finger on a smartphone screen or a mouse on a laptop.

KitKat: A break from the Captcha won a Eurobest Innovation Award 2014.