Little Breaks

Finding the world's tiniest, most peaceful breaks, hidden in plain sight

In our non-stop world, KitKat reminds us of the importance of taking time out from a busy day to unwind, recharge – and of course enjoy some chocolate.

For 70 years, KitKat has advised the UK to "Have a Break." But in today's world of constant messages and advertising fatigue, simply telling people wasn't enough. This campaign chose a radical new path: instead of adding to the noise, it created moments of profound quiet where people least expected them.

With such a long-standing and familiar brand promise, the challenge was to cut through today's busy world of outdoor media. The campaign needed a way to show - not just tell - people the benefit of a break, especially when consumers are already overwhelmed by constant messages.

The idea was to become an antidote to advertising fatigue by offering a visual break instead of shouting another slogan. The iconic KitKat logo was transformed into miniature landscapes, its letters becoming a canvas for tiny, hand-drawn characters enjoying their own peaceful breaks. Placed on long-dwell media in the busiest locations, these minimalist posters turned noisy locations into the perfect backdrop for a quiet message.

Most outdoor work is fighting to be the loudest thing on the street. We wanted this campaign to do the opposite - to reward a moment of pause. At first glance, the posters look disarmingly simple, but take a closer look and they reveal charming little illustrations that bring the brand and the break closer than ever.

Christopher Joyce Creative Director, VML UK