KitKat / Czech Republic / 2025OOH
Take a Break From Your Phone.
KitKat's Czech posters show ordinary scenes of people at bus stops and in queues, each holding a red KitKat bar where their phone would normally be. There is no slogan, headline or logo.
- Brand
- KitKat
- Agency
- VML Czechia
- Market
- Czech Republic
- Region
- Global
- Year
- 2025
The challenge
KitKat is built on the idea of the break, but in everyday waiting moments people now reach for their phones.
The idea
VML Czechia restaged everyday waiting scenes with the phones replaced by the bar's familiar red pack, trusting the shape and colour to sign the ad. Miro Minarovych shot the images, which ran on BigBoard outdoor sites and in print titles from Mafra, Czech News Center and Burda. The idea won an internal VML network pitch for Nestlé that drew more than 400 entries.
Case study source: Campaign Brief Source ↗
Awards
- Cannes Lions 2025Print & Publishing – A01 CONSUMER GOODSSilver
- Cannes Lions 2025Outdoor – A01 CONSUMER GOODSGrand Prix
Credits
- Creative agency
- VML Czechia
- Media agency
- Mindshare Czechia
- Media placement
- BigBoard
- Post-production
- B612 Studio
- CEO, VML Czechia
- Iva Welker
- Global Chief Creative Officer, Innovation & Co-Chief Creative Officer, VML EMEA
- Bas Korsten
- Co-Chief Creative Officer, VML EMEA
- Jaime Mandelbaum
- Chief Creative Officer, VML Czechia
- Jake Barrow
- Executive Creative Director, VML Czechia
- Mauro Fardin
- Head of Art, VML Czechia
- Wanslez Quaresma
- Head of Copy, VML Czechia
- Karla Calheiros
- Art Director, VML Czechia
- Carlos Paboudjian
- Senior Copywriter, VML Czechia
- Helena Johnston
- Copywriter, VML Czechia
- Johnny Gaponenko
- Senior Digital Designer
- Soumik Babuya
- Head of Strategy, VML Czechia
- Kristyna Ochvatova
- Communication Manager, VML Czechia
- Kristyna Hlinakova
- Account Manager, VML Czechia
- Aneta Jungvirt
- Photographer
- Miro Minarovych
- Producer
- Jozef Pavleje
- Head of OOH
- Jana Stoklasová
- Senior OOH Planner, Mindshare Czechia
- Kateřina Pánková
