KitKat Break Billboards

Creative idea

KitKat has said 'Have a Break' for 65 years. To make it matter to Prague's ad-weary Gen Z, one insight did everything: 'Ads on a Break.' Across the city, 100+ billboards had sat dormant for months on an identical placeholder pattern, advertising literally taking a break. For the brand that owns the break, this was a gift. We reframed wasted media as the message, turning dead billboards into scannable touchpoints: spot one, scan it, unlock a real KitKat. A single, ownable idea transformed overlooked infrastructure into a city-wide break hunt, with no media budget.

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