Seen+Noted: KitKat spoofs screen addiction with a fresh twist on their ‘Have a Break’ campaign

Aussie expat Jake Barrow, who joined VML Czechia as Chief Creative Officer in May last year, is behind a new out-of-home campaign for KitKat that cheekily tackles people’s obsession with smartphones.

Titled KitKat Phone Break, the campaign offers a witty update to the iconic ‘Have a Break’ tagline—encouraging people to put down their screens and pick up a KitKat instead. Created by VML Czechia and led by Barrow, who relocated to Prague from VML Melbourne and Sydney after 13 years, the campaign imagines everyday situations where KitKat bars take the place of phones—at bus stops, in bars, and on park benches.

In a world glued to smartphones, KitKat’s iconic “Have a Break” message has never been more relevant. Enter KitKat Phone Break—a playful campaign that highlights just how much time we spend staring at our screens.

The work cleverly uses the iconic tagline – without actually showing it – by portraying screentime behaviour instantly recognisable for most of us. Urging us to put down our phone and pick up a KitKat instead.

The out-of-home campaign features attention-grabbing scenes in which KitKat bars replace smartphones in everyday situations. From waiting for a bus, to meeting a friend for a drink, to standing in a queue, the campaign highlights how often people reach for their phones during their free time rather than taking a proper break.

Says Barrow: “As a species, we all look a bit silly sometimes. It’s nice to harness one of the world’s most iconic taglines to make a joke about it.”

Science is on KitKat’s side: Research shows that 91% of people feel better after blocking the internet from their phones for two weeks1. With the average person now spending almost 4 hours per day on their smartphone2, taste — not tech — might be the answer.

The campaign emerged as the winning concept from a VML global internal pitch that attracted over 400 submissions.

KitKat Phone Break will run throughout April 2025 across outdoor advertising spaces, including billboards, subway stations, and also in print.

Iva Welker – CEO VML Czechia
Bas Korsten – Global Chief Creative Officer, Innovation & Co-Chief Creative Officer VML EMEA
Jaime Mandelbaum – Co-Chief Creative Officer VML EMEA
Jake Barrow – _Chief Creative Officer VML Czechia
Mauro Fardin – Executive Creative Director VML Czechia
Wanslez Quaresma – Head of Art VML Czechia
Karla Calheiros – Head of Copy VML Czechia
Carlos Paboudjian – Art Director VML Czechia
Helena Johnston – Senior Copywriter VML Czechia
Johnny Gaponenko – Copywriter VML Czechia
Soumik Babuya – Senior Digital Designer
Kristyna Ochvatova – Head of Strategy VML Czechia
Kristyna Hlinakova – Communication Manager VML Czechia
Miro Minarovic – Photographer
Jozef Pavleje – Producer
B612 Studio – Retouching
Aneta Jungvirt – Account Manager VML Czechia
Jana Stoklasová – Head of OOH

Mindshare Czechia
Kateřina Pánková – Senior OOH Planner