Client: Nestlé Product: KitKat Media: DOOH
In brief: Create an OOH using the brand proposition of 'breaks'.
Making a short story long: We wanted to play with the digital medium and make it appear that whoever was creating the poster had taken a break part-way through writing out the iconic strapline: ‘Have a break, have a KitKat.’ The challenge was how could we do this idea as purely as possible. Giving viewers just enough information to understand both the brand and the creative idea. The famous ‘Have a break, have a KitKat’ strapline was first used in 1957 – and has remained in constant use in the UK for 66 years. It is so deeply rooted within UK culture that just five letters were all that were needed to prompt full recall of the entire line.