The Grand Break: KITKAT® invites fans to take a break... at 300km/h

To mark its groundbreaking partnership with Formula 1®, KitKat® hosted an immersive event conceived and designed by VML Paris. A full day dedicated to racing, F1® culture, and above all… the art of taking a real break.

Designed as a true urban Grand Prix, the event invited the public to put on a helmet, jump into a latest-generation F1® simulator, and challenge their favorite creators at the first-ever GP in the heart of Paris. On the agenda: qualifying races and a grand final, followed by an exclusive evening bringing together media and influencers.

A RACE WHERE THE BREAK WAS AN ADVANTAGE

At the heart of the experience lay a unique mechanic called "The Break": a "break" button fitted on each steering wheel. Once per race, drivers could activate it to trigger a real pit stop. The KitKrew, the brand's official team, then took over — hydration, advice, a quick massage, and of course a KitKat®. A few seconds later, the driver was back on track, sharper than ever.

A STAR-STUDDED LINEUP

To headline the event, KitKat® brought together three of the most-followed creators on the French scene — Just Riadh, Kaatsup, and Depielo — who invited their communities to come and challenge them on the starting grid. The cherry on top: Formula 1® driver Liam Lawson was on hand to close the competition and meet with fans.

Between races, the paddock came alive with a series of immersive activations: pit stop training, reaction machine, podium photo booth, live performances, and KitKat®-branded installations.

AN OPERATION ORCHESTRATED BY VML PARIS, WBA, AND OBVIOUSLY

Conceived and designed by VML Paris, the operation was produced by Wild Buzz Agency, which was responsible for the staging and production of the entire event. Before, during, and after the event, Obviously, an influencer marketing agency, drove the creator strategy and community activation, while Monet (Groupe Ceetadel) handled PR and media partnerships.

This project is the result of an exceptional partnership between KitKat and the VML teams. With the Grand Break, we do not simply announce a partnership — we give it a playground, a narrative, and a creative mechanic that embodies what KitKat has always stood for: that a break can change everything, even in the middle of a race.