KITKAT BREAK BAR

Turning an age-old small business practice into a media space that’s perfect for a brand about break

Small businesses in the Philippines have limited manpower. When employees need to take a break, they use makeshift door barricades — like umbrellas, plastic chairs, nightsticks, or mops — to temporarily close the shop. We saw this as an opportunity to be part of local culture, while still pushing KitKat’s equity: giving everyone a much-deserved break.