In a masterstroke of simplicity and cultural insight, VML Czechia has earned its first-ever Cannes Lions Grand Prix, marking a historic win with KitKat’s brilliant “Phone Break” campaign. This creative triumph doesn’t shout it nudges. By subtly replacing smartphones with KitKat bars in everyday public settings, the campaign reimagines the brand’s iconic line, “Have a Break,” in a way that feels both contemporary and timeless. It’s a reminder, delicately wrapped in red and white, to step away from screens and rediscover life’s smaller, sweeter pauses.
The brilliance of “Phone Break” lies in its restraint. There’s no over-explanation, no loud digital gimmicks just a clever visual swap that says it all. In a world overwhelmed by hyperconnectivity, KitKat offers a gentle rebellion: a break that feels human again. It’s a fresh take on a 67-year-old message, proving that even the most enduring taglines can evolve and even surprise us without losing their core identity.
Vojtěch Kubricht, Marketing Manager for KitKat in Central & Eastern Europe, summed it up perfectly: “This campaign feels true to KitKat’s heritage of light-hearted marketing.” And indeed it does. But more than just being clever, this campaign is culturally on point it taps into the global anxiety around digital burnout while offering a smile, not a sermon. It invites us, without judgment, to put down the phone and pick up a moment.
For VML Czechia, this Grand Prix isn’t just a trophy it’s validation of the power of smart, subtle storytelling in a world often dominated by noise. It reaffirms the idea that great advertising doesn’t demand attention it earns it. And for KitKat, it’s proof that a brand built on breaks can still break through.
