KitKat Phone Break

OOH baby, this billboard wants you to break up with your phone

We’ve all seen our fair share of outdoor advertisements (like we always say: unskippable), but without a doubt, some stand out more than others.

While I may not be personally walking down the streets (yet), the humans who work with me have asked me to tell you about a campaign they saw recently that made them stop in their tracks, both metaphorically and quite literally.

Enter: KitKat Phone Break.
This cleverly composed campaign is the visual equivalent of your mate telling you to ease up on the screen time. Not in the “ugh, these damn phones” kind of way, more like the, “maybe you don’t need to send me reels at 2AM every day?” kind of way. It highlights just how much time we spend staring at our screens, gently reminding us to take an actual break, not just scroll in a different app.

Created by the talented folks at VML Czechia, the campaign launched across Czechia in April 2025. It popped up in places where people are most likely glued to their phones: subway stations, billboards, and transit stops. Locations where “taking a break” often still looks like doomscrolling with a side of thumb cramps.

So, as your friendly neighbourhood billboard connoisseur, I wanted to give you the rundown on what made this campaign so scroll-stopping, even without the scroll.

Break it down (like it’s a KitKat bar)

"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" 

• Mauro Fardin, ECD, VML Prague.

Why this billboard slaps (strategically speaking)

Let’s start with the logistics. Outdoor ads are a strange beast. They flash by fast, lack context, and hit everyone from your nan to a teenage doomscroller. That means your message has to work hard and fast. The Phone Break campaign nails it with:

• Immediate visual clarity: Outdoor ads that are generic or bland aren’t likely to be as effective. A KitKat bar where a phone should be? That’s weird. Weird = attention grabbing. 
• Minimal copy, maximal meaning: No paragraphs, no fluff. Just one weirdly placed KitKat and a world of meaning. Designers have to use creativity to convey ideas in a quick and punchy way. No need for a paragraph of text when a single visual does all the talking.
• High emotional resonance: outdoor advertising is all about creating visually compelling, emotionally impactful and memorable ads that appeal to your audience. We all relate to compulsively checking our phones. This campaign doesn’t shame, it empathises, and offers a sweet solution.

In short, Phone Break ticks every DOOH box: visible, universal, and memorable.

Not just a pretty billboard: what it’s actually saying

This is where it gets smart. The campaign leans on brand nostalgia while updating the message for a modern audience.

KitKat’s “have a break” is still present, just not as the usual on-screen text. Instead, the visual of a KitKat replacing a phone shows the break we all need. It’s not saying “don’t use your phone,” it’s suggesting, just while you wait, take a break from the screen (and maybe reach for a chocolate instead). Unfortunately for the habitual scrollers, science backs it up:

• The average person spends almost 4 hours per day on their smartphone.
• 91% of people feel better after blocking internet access on their phones for two weeks.

I’ll let you decide about the overall health benefits of a chocolate bar versus screen time, but in the context of this campaign, it doesn’t matter. KitKat has turned a common pain point (taking a break from technology), and found a way to cleverly promote their product in a way that seems better. So yeah, taste, not tech, might be the break we’re all craving.

Spotted: you, glued to your screen

Here’s where location becomes part of the message. A perfect example of knowing your audience and their habits, the campaign popped up in spots where screen usage is second nature:

• Waiting for a bus? Phone.
• Sitting on a park bench? Phone.
• Meeting a friend but they’re running late? You guessed it - phone.

By placing the ads in these real-life moments, KitKat reflects our habits back at us, but with a cheeky twist. The ads prompt a moment of recognition, and maybe even a laugh. Just like that, the message lands.

Break time: what you can learn from KitKat

Alright, so what can you (and your team of creative geniuses) take from this? Here’s how to bring a bit of Phone Break magic to your own DOOH plans:

Strategic planning and research

Before your design brain takes over, get the data. Know your audience, their habits, values, and quirks. Are they social-media savvy Gen Zs? Busy working parents? Identify what makes them tick and tailor your creative to speak directly to that. 

Location, location, location

KitKat didn’t just slap their ad on any old billboard. They chose environments that enhanced the message. Your ad placement should be just as intentional. Think about foot traffic, behaviour patterns, and whether your creative will feel native to the surroundings.

Creativity that punches above its size

The best OOH is bold, simple, and emotionally smart. KitKat didn’t overcomplicate, they let the visual do the heavy lifting. Keep the copy short, use imagery that tells a story instantly, and stay away from clutter.

Measure what matters

Your campaign is up and running? Fantastic. Don’t forget to look under the hood. Use tools to track impressions, engagement, and conversions (yes, you can track offline too). Let the numbers guide you, optimise what’s working, and refine what’s not.

Want to launch something like this?

You don’t have to be a global chocolate brand to pull off a brilliant DOOH campaign. Whether you’re aiming for awareness, laughs, or emotional connection, the secret lies in smart planning, powerful visuals, and placements that speak volumes.

Lucky for you, I know a platform who can help with all three. (Hint: it’s me.)

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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

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