KitKat’s Half-Finished Billboard Cleverly Pays Off Its Iconic Tagline

A gem from JWT

It was 1958 when J. Walter Thompson's Donald Gilles came up with the line, "Have a break. Have a KitKat." Fifty-six years later, JWT London has found a fun new way to illustrate the line—with a half-finished billboard.

Awards bait? Sure. A creative wank? Perhaps. But you have to admit, it's clever.

Via Ads of the World.

CREDITS
Client: KitKat
Agency: JWT, London
Copywriter/Art Director: Jeremy Carr
Designer: Mark Gardner
Account Supervisor: Antony Hill
Account Manager: Rachel Vares
Project Manager: Rachel Clutterbuck