CANNES, FRANCE – When J. Walter Thompson copywriter Donald Gilles conceptualized the “Have a Break, Have a KitKat” tagline for KitKat in 1957, he had no idea that his call-to-action would still resonate 68 years later.
The concept of taking a break has evolved. Back then, it meant stepping away from everything to relax. Today, it often means one of two things: endlessly swiping through a sea of videos or squinting at a smartphone screen to read something.
VML Czechia found a clever way to address this modern phenomenon with their out-of-home campaign “Phone Break.” The playful campaign pokes fun at how people take breaks today — without even using the iconic tagline.
The work humorously replaces smartphones with KitKat bars in everyday scenarios — waiting for a bus, meeting a friend for a drink, standing in line, and other mundane moments — subtly highlighting how people instinctively reach for their phones during breaks.
“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,” KitKat Central & Eastern Europe Marketing Manager Vojtěch Kubricht said about the campaign.
According to VML, KitKat “Phone Break” launched in April 2025 across outdoor advertising spaces — including billboards, subway stations, and print media — reigniting one of the world’s most iconic slogans without spending a cent on digital media. The campaign garnered widespread coverage from global industry outlets such as Muse by Clio, Adweek, Campaign Brief, and LBB, reaching a combined online audience of over 2.63 million.
At the 2025 Cannes Lions International Festival of Creativity, KitKat’s “Phone Break” was awarded the coveted Grand Prix in the Outdoor Lions category — marking the Czech Republic’s first-ever Cannes Lions Grand Prix in history.
Outdoor Lions Jury President Keka Morelle, Chief Creative Officer for Latin America at Ogilvy, said this about the work: “Masterclass in Outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection — holding up a mirror to our screen addiction.”
