KitKat's Phone Break swaps phones for chocolate in outdoor ads — Cannes Outdoor Grand Prix

KitKat's 'Have a break, have a KitKat' line, created in 1957 by J. Walter Thompson copywriter Donald Gilles, defined the brand for generations. But in a world where people spend almost four hours a day on their phones, the 'break' had quietly become more scrolling. The 2025 challenge was to update the iconic slogan for a screen-obsessed society — without losing what made it work.

VML Czechia's answer was a visual metaphor so simple it needed no words: in everyday scenes — standing in line, waiting for a bus, having a drink — people hold KitKats where phones would be. The similar oblong shape does the work, gently roasting screen addiction and nudging viewers to swap the device for a chocolate break. The campaign launched in April 2025 across billboards, subway stations and print, with no text, no headline and no logo.

At Cannes Lions 2025 the work took the Outdoor Grand Prix, the Czech Republic's first Grand Prix ever, along with a Silver Lion in Print & Publishing. Outdoor jury president Keka Morelle called it a masterclass: without words or logos, a beautifully crafted image communicates the message and immediately sparks reflection.