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.

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.

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.