KitKat Break Billboards

Creative idea

KitKat needed its 65-year-old 'Have a Break' platform to drive relevance, and return, among Prague's ad-weary Gen Z, with no media budget. The insight: 100+ billboards had sat dormant for months on a placeholder pattern, advertising literally 'on a break.' We hijacked them. A custom image-recognition microsite turned that wasted space into a scannable city-wide break hunt rewarding real KitKats. With zero outdoor media investment, we generated mass attention and demand so strong it exhausted two weeks of rewards in just two days.

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