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 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.

How much is too much and how much is too little? Where best to pause for a break in the famous 'Have a break, have a KitKat' line?

And where to put the cursor?

We needed to ensure that the advert was intriguing.

That it didn't look like they'd had an emergency and been called away mid-word.

That just enough information was given to readers so they understood it - and felt a sense of achievement.

That not too much information was given, so they felt like we were spoon-feeding them.

Putting the space between 'a' and the cursor was important. As was putting the cursor just before the word 'break'.

It gives just the right amount of information and makes it look like a considered decision to take a break.