KitKat is re-adapting its “Have a break” slogan to the needs of the digital age. The brand's new outdoor campaign, “Phone Break,” takes a humorous look at the intense relationship we have with our phones and makes a clear call to all of us: Take a real break.

Created by VML Czechia, the campaign draws attention to the phones in our hands at bus stops, walking down the street, or waiting in line. In these moments, KitKat bars are placed in place of smartphone visuals with the message, “You deserve a break”. With its eye-catching yet simple design, the campaign offers a sincere alternative to digital fatigue.

KitKat CEE Marketing Manager Vojtěch Kubricht describes the project as “a modern reflection of the brand's joyful heritage”. KitKat invites us not just to take a sweet break but to step away from the screens and really breathe.