KitKat Break Billboards

Creative idea

KitKat has said 'Have a Break' for 65 years. To make it matter to Prague's Gen Z, we turned the city itself into a break. Over 100 billboards had sat blank for months on the same placeholder pattern, ads quietly 'on a break.' We reframed them as Break Billboards: hidden touchpoints scattered across the streetscape. Spot one, scan it, and the city rewarded you with a real KitKat. We transformed overlooked urban clutter into a live, city-wide break hunt, turning a passive commute into a playful experience people physically stepped into on the street.

Brand name: KitKat
Advertiser / client: Nestlé
Product / service: KitKat
Campaign name: KitKat Break Billboards
Agency network: VML
Agency: VML Czechia, Prague
Media agency: WPP Media
Agency chief executive officer: Iva Welker
Chief creative officer: Jake Barrow
Creative director: Marton Martos
Art director: Carlos Paboudjian
Copywriter: Marek Černý
Designer: Tom Colmans
Client account director: Athina Martos
Media director: Barbora Balintova
Strategic planner / strategist: Zuzana Foktová
Additional company: Copywriter: Kateřina Fišarová Motion Designer: Soumik Babuya Graphic Designer: Dávid Mizla Digital Designer: Timur Shakerzianov