For more than 65 years KitKat has incited us to take a break. This message is as important as ever today, when we spend over 4 hours per day on our phones.
We are more anxious as a society. And that is because taking a break has lost its meaning. Nowadays, almost every downtime turns into online time. The culprits? Our phones, of course. The average person spends over 4 hours staring at their screens.
That’s why, KitKat’s iconic message is now more important than ever, we all need to “take a break.”
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Creaed by VML Czechia, “Phone Break” is an OOH campaign that quite literally swaps phones for KitKats in every scenes: at the bus stop, a coffee shop or while waiting in line. The message is clear: what if we swapped our compulsive downtime = online time to take a real break?
“As a specie, we sometimes look ridiculous” explains Jake Barrow, Creative Director VML Prague. “It is nice to be able to use such an iconic tagline to softly mock ourselves.”
Behind the humor hides a real epidemic, and a real solution: 91% of people say they are feeling better and less anxious after 2 weeks without Internet on their phones.
“We want our iconic tagline to stay relevant,” explains Vojtěch Kubricht, Marketing Director for KitKat CEE. “And today, that means reminding the youth that a real break, means being away from their screens. And that you can achieve that, with a KitKat.”
KitKat didn’t just serve up chocolate. They served up silence. Pause. Presence. The kind of analog moment that actually feels refreshing now.
