The brief was to create a single OOH execution using KitKat’s established brand equity of ‘breaks’ – focusing on having a break from technology.

While it wasn’t specifically for a DOOH, we wanted to play with the digital medium and make it appear that whoever was creating the poster had taken a break part way through writing out the iconic strapline ‘Have a break, have a KitKat.’

The challenge was to execute this as purely as possible. Giving viewers just enough information to recognise both the brand and the creative idea of having a break.

The bright red screens lit up the night sky at the O2 and immediately caught the attention of passers-by. Many stopping to take pictures or video of the screens. It ran on the night of a sold-out Elton John concert at the O2, a venue with a capacity of 20,000.

People were quick to correctly guess the brand, complete the strapline, understand the idea of breaks and gain a real sense of achievement in the process. It created a lot of fun and discussion both on the evening in question as well as ongoing social chatter after the execution had run.

The famous ‘Have a break, have a KitKat’ strapline was first used in 1957 – and has remained in constant use in the UK for 66 years. It is so deeply rooted within UK culture that just five letters were all that were needed to prompt full recall of the entire line.

This idea was all about stripped-back simplicity.

To give the audience as little information as possible and yet still convey a brand identity and a creative idea. And this also applies to the animation - it may be subtle, but it's absolutely integral to the idea. This is a well-deserved break and there is more to come.

The flashing cursor features in almost all of our lives as both an encouragement to continue writing, as well as a constant reminder that there's probably a deadline looming and we've not yet finished.