KitKat Reimagined ‘Have a Break’ Campaign For The Screen-Addict Generation

Imagine if, for a moment, your phone suddenly turned into a chocolate bar. That’s the playful thought VML Czechia brought to life through their campaign “Phone Break”, a new interpretation of KitKat’s iconic “Have a Break” message.

In a world where our eyes are constantly glued to screens, the campaign served as a visual jolt. Across everyday settings, on public transport, at cafés, and in offices, smartphones were replaced with KitKat bars.

There was no tagline, no flashy copy, and no social-media callouts. Just a quiet, clever idea that made people stop and think about how deeply intertwined screens have become with our daily lives.

This simplicity was the campaign’s greatest strength. By removing words and relying purely on imagery, they transformed silence into storytelling. The chocolate bar became a symbol of pause, a literal and metaphorical “break” from digital overload.

The results were remarkable. “Phone Break” earned Czechia its first-ever Cannes Lions Outdoor Grand Prix, generated millions of organic impressions without a single rupee or euro spent on paid media, and breathed new life into a 70-year-old tagline.

It proved that when creativity is rooted in truth, even the most familiar brand message can feel entirely new.

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