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VML and OpenMind: KitKat’s Phone Break
VML and OpenMind: KitKat’s Phone Break
Reimagining an iconic break for the digital age.
In an increasingly digital world, people are constantly glued to their smartphones, spending an average of almost four hours daily on them. This pervasive digital intrusion has transformed the "modern break" from genuine disconnection into a continued engagement with screens, causing people to miss out on life happening around them. To build on the enduring relevance of KitKat's "Have a break, have a KitKat" tagline, established in 1957 by J. Walter Thompson copywriter Donald Gilles, the brand needed an innovative way to showcase the true meaning of a break in a screen-obsessed society.
Led by VML Czechia, and supported by OpenMind, we helped KitKat to directly addresses the problem of digital over-reliance. Recognising the similar oblong shape of both smartphones and KitKats, the campaign ingeniously replaces phones with KitKats in its visual messaging. This simple yet powerful visual metaphor encourages people to swap their digital devices for a tangible, delicious break. The campaign launched in April 2025 across outdoor advertising spaces, including billboards, subway stations, and print media, strategically placing the message where people are most likely to be engaged with their phones.
The campaign was recognised with a Grand Prix for Outdoor at the Cannes Lions International Festival of Creativity 2025, demonstrating its significant impact and culturally relevant approach to a pervasive modern problem.
