Cheeky KitKat Campaign Makes Breaks Matter

Breaks (or punctuations) can make or break a sentence. 

Instructions like ‘slow workers ahead’, ‘cautions camels close the gate’, ‘smoking food or pets are not permitted in the shop’, are confusing as they are hilarious without the punctuation marks. 

And this is why KitKat reminds us of what we tend to forget. Breaks matter. 

With its latest campaign, KitKat has managed to capture some snapshots of our daily life, with eight different instruction messages (five in English and three in Arabic) that were written by design without punctuation, to show the audience the unexpected side of what will happen when we forget to add breaks. 

A fresh and different approach that demonstrates the importance of breaks. 

The new campaign is currently being displayed in the Dubai metro and Outdoor.