ABOUT

Over 100 billboards across Prague were sitting empty, filled with a generic holding pattern no one had ever paid attention to. We saw something everyone else overlooked: ads having a break.


We called them “Break Billboards". Our idea was to turn the pattern into a giant, scannable code, so when people saw ads that were having a break, they could join in. Via our microsite, they could now scan the pattern and receive a code to redeem KitKat Break Packs at the nearest outlet.


No outdoor media was purchased. We simply used our existing social budget and reframed the meaning of the patterns in the unused billboards. The most noticed ads were the ones having a break. The wasted media became a useful break.