There’s a break, then there’s a break break

The Idea

Introducing the 'break break' - the ideal escape from life's demands. We're repositioning KitKat as the brand that helps you savour relaxation, even in small moments. Billboards will be designed to be relatable and unforgettable, using triggers that resonate with a broad audience and highlighting the joy of truly unplugging.

The Execution

To effectively communicate the 'break break' concept, we used a visually striking split-screen approach for KitKat's Digital Out Of Home Billboards. Contrasting images highlight the distinction between a regular break and a 'break break', with KitKat as the catalyst. Relatable scenarios and consistent copy across all billboards reinforce the message and drive association.