KitKat Break Billboards

Creative idea

With no budget for outdoor media, we made the lack of money the idea. Over 100 billboards across Prague had been sitting unused for months on an identical placeholder pattern: free, wasted space that happened to look exactly like advertising 'on a break.' We bought none of it. We simply gave it new meaning, building a single image-recognition microsite that turned those dormant sites into a scannable, city-wide break hunt for real KitKats. Zero media spend, zero new production. The constraint wasn't a limitation, it was the insight, proving relevance beats budget in outdoor.

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