KitKat takes breaks very seriously. That's why we created the "seriously, have a break" activation. Interactive connected billboards were placed in different parts of the city to promote funny break moments between complete strangers. People could challenge each other in a game with just one rule: you laugh, you lose. If you don't, you get a new KitKat Chunky bar. A face recognition system was developed to detect the laughs.

The billboards where placed near the entrances of the universities, where every student need to pass. To play, they just had to touch the screen and follow the instructions: stand between the red lines on the floor to have the face recognition and wait for their opponent. Then, just keep a straight face to win the KitKat Chunky.

More than 17,000 people reached.

5,628 KitKat bars distributed.

Lots of twisted faces, held back laughter, real funny break moments, and thousands of new KitKat Lovers.