KitKat Break Billboards

Creative idea

KitKat activated an entire city using technology and zero new media. Over 100 Prague billboards had sat dormant for months on one placeholder pattern. We built a custom image-recognition microsite trained to detect that exact pattern, turning every dormant site into a live, scannable touchpoint. The activation worked like a city-wide scavenger hunt: find a Break Billboard, point your phone, and the technology unlocked a real KitKat. No app, no friction. Technology was the engine that converted passive street furniture into an urgent, participatory activation, making a 65-year-old promise something people chased through Prague.

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