Street

Creative idea

People are glued to their phones. Especially when they’re taking a break. It’s become so normalised, we barely notice it anymore. Yet 91% of people say they feel better after disconnecting, even briefly. To reveal just how much screen habits have hijacked our breaks, we made one simple swap—phones for KitKats—and let the product and its 65-year-old line do all the talking.

Brand name: KitKat
Advertiser / client: Nestlè
Product / service: KitKat
Campaign name: KitKat - Phone break
Agency network: VML
Agency: VML Prague
Media agency: Mindshare
Production company: B612 Studio
Agency chief executive officer: Iva Welker
Chief creative officer: Jake Barrow
Executive creative director: Mauro Fardin
Creative director: Karla Calheiros, Wanslez Quaresma
Art director: Carlos Paboudjian
Copywriter: Helena Johnston, Johnny Gaponenko
Designer: Arina Varenova, Soumik Babuya
Account director (agency): Radim Stuchlik
Client account director: Aneta Jungvirt
Photographer: Miro Minarovych
Illustrator: B612 Studio
Additional company: Debbi Vandeven- Global Chief Creative Officer Rafael Pitanguy - Deputy Global Chief Creative Officer Jaime Mandelbaum - CCO, EMEA Bas Korsten - Global CCO, Innovation & CCO, EMEA Inge Selawry - Global Client Lead & Partner Tim Boxall - Managing Partner Jen Patterson - Associate Director, Marketing Kristyna Ochvatova - Head of Strategy Vojtech Kubricht - Nestlè, Brand Business Lead Nikola Skypalova - Nestlè, Brand Manager