Take a Break From That Phone. Have a KitKat Instead

Same shape, but one's edible

Take a break from doomscrolling and have a KitKat instead. Your tech neck will thank you.

OOH from VML Czechia pokes fun at something we’re all guilty of: staring down at our phones and missing out as life happens around us.

Since handsets and KitKats are both oblong, the campaign replaces phones with KitKats. In the end, people stare deeply at the chocolate while waiting for a bus or tram.

The tagline “Have a Break. Have a KitKat,” is shown on the side of the wrapper. (It’s small, in keeping with work’s anti-distraction theme.)

“Back in 1957, Donald Gilles created ‘Have a break, have a KitKat’—a call to unwind,” says Mauro Fardin, ECD of VML Prague. “Little did he know that by 2025, we’d be a world glued to screens, struggling to take a proper break. Maybe now, more than ever, we need that reminder.”

A :30 takes the message a step further, showing a couple at a restaurant, staring at their phones. 

The campaign will run throughout the month across digital, billboards, subway stations and print.

CREDITS
Iva Welker – CEO VML Czechia
Bas Korsten – Global Chief Creative Officer, Innovation & Co-Chief Creative Officer VML EMEA
Jaime Mandelbaum – Co-Chief Creative Officer VML EMEA
Jake Barrow – _Chief Creative Officer VML Czechia
Mauro Fardin – Executive Creative Director VML Czechia
Wanslez Quaresma – Head of Art VML Czechia
Karla Calheiros – Head of Copy VML Czechia
Carlos Paboudjian – Art Director VML Czechia
Helena Johnston – Senior Copywriter VML Czechia
Johnny Gaponenko – Copywriter VML Czechia
Soumik Babuya – Senior Digital Designer
Kristyna Ochvatova – Head of Strategy VML Czechia
Kristyna Hlinakova – Communication Manager VML Czechia
Miro Minarovic – Photographer
Jozef Pavleje – Producer
B612 Studio – Retouching
Aneta Jungvirt – Account Manager VML Czechia
Jana Stoklasová – Head of OOH Mindshare Czechia
Kateřina Pánková – Senior OOH Planner