Phone Break

Gallery

KitKat swapped the phone for a KitKat bar in everyday scenes where people reach for their screens, no logo, no tagline needed. It won the Cannes Outdoor Grand Prix because the brand truth, have a break, is baked into the image. Wordless and instantly readable.

Cities

Prague

Formats

BillboardsTransit OOHSubway stations

Creative agency

VML Czechia

Media agency

Mindshare Czechia

Media owners

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ICPs

urban smartphone usersgeneral public

Est. cost

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Est. reach

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Sources

• www.vml.com/work/phone-break
• www.adsoftheworld.com/campaigns/phone-break
• www.contagious.com/en/article/news-and-views/cannes-lions-2025-outdoor-winners