The ‘Take a break from your mobile’ campaign, created for KitKat by the VML agency, was awarded the Grand Prix at the Cannes Lions competition.
The Czech agency VML has won the highest award, the Grand Prix, at the ongoing creativity festival Cannes Lions for its campaign ’Take a break from your mobile phone", created for the KitKat brand. This is the first Grand Prix from Cannes Lions in the history of Czech advertising.
VML won in the Outdoor category, impressing the jury with the campaign's simplicity, visual power and global reach. It won against nearly two thousand projects, of which only 202 advanced to the finals. In addition, it also took home a silver lion in the Print & Publishing category, where three visuals from the campaign advanced to the finals.
The campaign ‘Take a break from your mobile phone’ was created on the basis of an internal tender by the global VML network for the Nestlé marketing team, which received over 400 entries. It responds to the fact that people today spend several hours a day on their phones. KitKat therefore encourages people to take a ‘real break’, not only from work, but also from technology. The outdoor visuals capture everyday situations where people hold the iconic red bar in their hands instead of their phones while waiting for a bus or standing in line. They have no slogan, headline or traditional logo. The photographs were taken by Miro Minarovych.
"I am extremely happy. Winning the highest award in Cannes after less than eight months at the Czech branch of VML is a powerful moment for me and also beautiful proof that even Prague can produce an idea that will capture the attention of the whole world. You don't get an award like this every day in the Czech Republic. The Grand Prix is recognition not only of the idea itself, but also of the team that brought it to perfection and the client who had the courage to implement it to the fullest," says Jake Barrow, Creative Director at VML Czechia.
Source: mediaguru.cz
