KitKat Break Billboards

Creative idea

Across Prague, 100+ billboards displayed the same placeholder pattern: filler between campaigns, ignored by everyone. We saw 'ads on a break.' To unlock them, we built a microsite powered by image-recognition trained specifically on that single urban pattern. Pedestrians pointed their phone at any dormant billboard; the model recognised the pattern in the wild and rewarded them with a real KitKat. No app, no new media. We taught a machine to see meaning in something people had stopped noticing, turning recognition technology into the key that unlocked a city-wide break.

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