KitKat Break Billboards

Creative idea

Instead of buying outdoor media, we hijacked the outdoor media nobody was using. Over 100 billboards across Prague had sat blank for months on an identical placeholder pattern, wasted space that perfectly embodied 'taking a break.' We printed nothing new. We simply reframed the existing pattern as KitKat's, turning 100+ dormant sites into Break Billboards: scannable touchpoints in a city-wide hunt for real rewards. Ready to lead users to a microsite, the unused medium became the message. We proved the smartest outdoor buy isn't the biggest, it's seeing the relevance in the space everyone else overlooked.

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