VML Czechia reinterpreted KitKat’s 90-year-old slogan for the smartphone era with striking work that makes you rethink your behavior for the better. Just the message 2025 needed.
The intent was to make ‘Have a break’ meaningful again in a world where no one ever disconnects. The campaign filled cities with striking outdoor images of people frozen mid-scroll, urging them to “Take a break from your phone.” The minimalist visuals and copy tied back to KitKat’s brand DNA, proving that timeless ideas can evolve for new generations.
The Drum team felt that the messaging and the context of the locations we saw it placed added to its power, beyond its playing into the minimalist trend. Let’s not forget that it was a strong implementation of a strapline first coined in 1957 by Donald Gilles at JWT.
The campaign also deliberately avoided digital channels to underline the idea of stepping away from screen/time online.
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Phone Break won the Cannes Lions Outdoor Grand Prix and multiple creative effectiveness awards. It was hailed for balancing nostalgia and modernity without losing authenticity. The campaign reminded marketers that when a brand platform is built on truth, it can outlast technology, trends, and even time itself.
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