ABOUT

For 70 years, KitKat has given the UK the same advice - Have a Break. But in today’s world of non-stop messages, we decided to stop telling people and start showing them instead.

The challenge was cutting through the busy world of outdoor media. So, instead of adding to the noise, we turned to subtle craft and brought an array of hand-drawn characters to life within the iconic KitKat logo.

From reading a book to noodling on a guitar, the campaign presents a diverse range of characters having ‘little breaks’, each one in a unique crop.

By turning long-dwell media sites into a much-needed visual pause, the campaign successfully drove brand engagement and reaffirmed KitKat's ownership of the break.