KitKat has not produced a pure brand poster for several years in the UK. Our brief was to create OOH using KitKat’s established brand equity of ‘breaks’ – focusing on having a break from technology.

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 how could we do this idea as purely as possible. Giving viewers just enough information to understand both the brand and the creative idea.

Over the past few years, we’ve relied on digital technology to a much greater degree than at any other time in history. Causing overload from looking at screens all day. By deliberately choosing a giant screen to display this message we strengthen the idea of taking a break from technology.

We selected a media space that would best showcase the creative and give us access to our audience.

A site where consumers naturally congregate and offered high dwell time, to allow for greater engagement with the work and prompt conversation and talkability.

We selected the O2 as it is a cultural hub of London attracting consumers of all ages to events, shopping and restaurants. And then took over the two main arrival screens in order to maximise impact.

Running the campaign on a night when Elton John was playing ensured we were hitting our core demographic.

In a time when we are used to ads changing every ten seconds, our DOOH ran on two sites on the walkway to the main entrance at the O2 for a full hour – uninterrupted.

This focused the attention of passers-by – giving them enough dwell time to fully engage with the ad and understand the brand message.

It was only for one day, but it was the evening of a sold-out Elton John concert at a venue with a capacity of up to 20,000.

Campaign delivered to the key objectives:

Position for a captive audience for a high dwell time.

Position in a high density placement to provoke talkability around the creative:

O2 campaign delivered strong results - in the peak of the campaign we secured 122,591 impressions within a one-hour time slot.