Have a Break, Have a Meeting.
KitKat turned a meeting into the break: a Microsoft Teams call running 24/7 that employees could join whenever they needed a pause, so they looked busy while they rested.
- Brand
- KitKat
- Agency
- Publicis Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2026
The challenge
The entry says 68% of employees feel they don't get enough uninterrupted time, and research suggests they're disturbed every two minutes. The only time people are reliably left alone is when they're in a meeting.
The idea
Publicis Middle East built a call that looks exactly like a real meeting, with a blocked calendar, a shared screen and moving charts and slides, hosted by actor and voiceover artist Elie Iskandar. Attendees got a KitKat promo code, CALLKK. It launched for working professionals in the UAE on social media, mainly Meta, and spread through PR.
Results
- 4,550 attendees in the first week and 200+ KitKats redeemed, according to the Dubai Lynx entry
- An average break of four minutes per attendee and 129,600 meeting minutes, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Digital Craft – Personalised Storytelling & ExperienceBronze
Credits
- Creative agency
- Publicis Middle East
- Agency partner
- Digitas ME
- Agency partner
- Prodigious
- Agency partner
- Optix
- Creative Director, Publicis Middle East
- Bana Salah
- Associate Creative Director, Publicis Middle East
- Aliza Siddiqi
- BEO, Nestlé Confectionery MENA
- Deniz Yamanel
- Host, voiceover artist and actor
- Elie Iskandar
