In a world glued to smartphones, KitKat’s iconic 'Have a Break' message has never been more relevant. Enter KitKat Phone Break—a playful campaign that highlights just how much time … read morewe spend staring at our screens. The work cleverly uses the iconic tagline - without actually showing it - by portraying screentime behaviour instantly recognisable for most of us. Urging us to put down our phone and pick up a KitKat instead. Created by VML Czechia, the out-of-home campaign features attention-grabbing scenes in which KitKat bars replace smartphones in everyday situations. From waiting for a bus, to meeting a friend for a drink, to standing in a queue, the campaign highlights how often people reach for their phones during their free time rather than taking a proper break.
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