Kit Kat wanted to launch in Colombia by bringing the “Have a Break” concept to a massive audience. The Colombian Chocolate market is lead by local brands with big budgets, something we didn't have. We couldn't fight money with money.

Most of our target sees advertising that makes the news through social media or is talked about in traditional channels, so we thought what could we do that would make the news, an idea that could create headlines and social media chatter for the brand and the "Have a Break " concept.

So we started with a simple question: Who are the people that never take a break? And we found they're the models in other brands’ billboard advertising. The day advertising had a break.

Through a unique negotiation we convinced these famous brands to let us give their models a break. We contacted the original models and photographers to recreate the same billboards and then we put them up in the same placement, with just one simple difference: the models were all taking a break with a Kit Kat. A PR campaign followed through different media channels: Radio, TV, Social media and press, that got people to take a new look at the billboards, but more importantly, got them to talk about Kit Kat and the taking a break concept.

The media team did a unique negotiation with each of the famous brands that already had billboards in the subway stations to let us give their models a break. We contacted the original models and recreated the same billboards and put them up in the same placement, with just one simple difference: the models were all taking a break with a Kit Kat. A PR campaign followed through different media channels that got people to take a new look at billboards in Transmilenio and, more importantly, got them to talk about Kit Kat and the taking a break concept.

20 massage Billboards where place in the city for a period of 2 months.

In the first weeks the Massage Billboards got over one million impressions throw social media, Blogs and digital news sites.

That way Kit Kat gave millions of stressed citizens a well-deserved break.