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

A gem from JWT

Headshot of Tim Nudd

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.


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

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 15, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT