Chillboard

The billboards reached approximately 100,000 people directly on the street. (source: JC Decaux). But because of it not being your average advertising object, it got photographed, filmed, shared and talked about. So that number is just an indication.

Looking at Amsterdam, you can’t deny it being the ideal place for out of home advertising. The tourists roaming the streets, the locals cycling to work: there are opportunities for effective exposure almost everywhere. On top of that, a lot of those tourists and locals walking and cycling all day, would probably welcome a short break.

That’s where the king of breaks comes in: KitKat. We built billboards – or rather chill boards – communicating the famous KitKat message. But the advertising object isn’t made of paper; it’s made of an extremely stretchable but strong elastic material. This way KitKat doesn’t just encourage you to take a break, it accommodates it right there in the streets. People can sit in it, lay in it – with your friends or on your own. You can imagine how much more attention a billboard attracts, when people are chilling out in it!

KitKat has been building its strong proposition ‘Have a break, have a KitKat’, for years now. At the base of that success, is an ongoing process of finding new big and small creative ways to connect ‘taking a break’ even more to the KitKat brand.

To keep this approach relevant and fresh, the communication has to keep changing and reinventing itself, without losing relevance to the brand. That’s why Nestle is always open to innovative creative ideas.