KitKat Break Billboards

Creative idea

To turn dead billboards into live media, we needed technology. We built a custom microsite with image-recognition trained on the single placeholder pattern occupying 100+ of Prague's dormant outdoor sites. Pedestrians pointed their phones at any of these billboards; the model recognised the pattern instantly and unlocked a real KitKat, with no app and no friction. Technology was the bridge between physical street clutter and digital reward, converting passive, overlooked OOH into scannable, interactive media. The smartest media buy wasn't space, it was the tech that gave existing space a brand-new function.

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