KitKat Calls for a Collective Phone Break

In a world glued to smartphones, KitKat’s iconic 'Have a Break' message has never been more relevant. Enter KitKat Phone Break—a playful campaign that highlights just how much time we spend staring at our screens.

The work cleverly uses the iconic tagline - without actually showing it - by portraying screentime behaviour instantly recognisable for most of us. Urging us to put down our phone and pick up a KitKat instead.

Created by VML Czechia, the out-of-home campaign features attention-grabbing scenes in which KitKat bars replace smartphones in everyday situations. From waiting for a bus, to meeting a friend for a drink, to standing in a queue, the campaign highlights how often people reach for their phones during their free time rather than taking a proper break.

"As a species, we all look a bit silly sometimes. It's nice to harness one of the world's most iconic taglines to make a joke about it," says Jake Barrow, CCO, VML Prague.

Science is on KitKat’s side: Research shows that 91% of people feel better after blocking the internet from their phones for two weeks. With the average person now spending almost 4 hours per day on their smartphone, taste — not tech — might be the answer.

"Back in 1957, Donald Gilles created 'Have a break, have a KitKat' — a call to unwind. 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" adds Mauro Fardin, ECD, VML Prague.

“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” says Vojtěch Kubricht, marketing manager KitKat CEE.

The campaign emerged as the winning concept from a VML global internal pitch that attracted over 400 submissions.

KitKat Phone Break will run throughout April 2025 across outdoor advertising spaces, including billboards, subway stations, and also in print.