Enter KitKat "Phone Break" – a playful campaign that highlights just how much time we spend staring at our screens.
The work cleverly uses the iconic tagline without actually showing it, portraying screentime behaviour instantly recognisable for most of us, urging us to put down our phones 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.
