Phone Break

EN ČEŠTINA ENGLISH Our Work Phone Break The chocolate bar is coming for its oblong-shaped rivals CLIENT KitKat OFFICE Prague 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 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, this 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. This campaign feels true to KitKat’s heritage of light-hearted marketing and helps the brand’s slogan, which has been a fixture for almost 70 years now, feel fresher than ever. Vojtěch Kubricht Marketing Manager, KitKat CEE Challenge Inspiration Idea Growth slide 3 of 2 Series Feature: For Humans, By Humans VML introduces For Humans, By Humans, a mini-documentary series celebrating the people and stories behind our impactful campaigns. Watch the full story in this feature, inspired by VML's Human First philosophy. For more information about this series, click here.  AWARDS 2025 CANNES LIONS Outdoor GRAND PRIX 2025 CANNES LIONS Print & Publishing SILVER LION RELATED CONTENT MONDELĒZ INTERNATIONAL Name This OREO An interactive mobile audio experience that lets fans decode and name OREO cookie combinations READ CASE STUDY COLGATE Not Every Smile Starts As A Smile Colgate supports parents by revealing the reality behind healthy smiles. READ CASE STUDY