KitKat BreakApp
LANDOR NEXTGEN 2025 WINNER
What happens when taking a break no longer feels like a break? The aim was to evolve KitKat’s iconic heritage for Gen Z, turning "Have a break" into a tangible tool for digital wellbeing.
BreakApp transforms KitKat from a snack into a cultural utility. It gives a burnt-out generation the tools, not just the permission, to disconnect.
•    Break Mode (AI): An intelligent screen-lock that learns your scroll patterns, nudging you to pause when you need it most.
•    Break Points: Earn rewards for time spent offline, redeemable for real treats or digital-wellbeing donations.
•    Break Together: Sync collective offline moments with friends to reclaim real-world connection.
The project includes a limited-edition pack that mimics a smartphone. It turns the very object people need a break from into a tactile, playful prompt for balance, and contextual OOH and digital placements that hijack familiar online behaviours – turning doomscrolling spaces into witty, location-specific reminders to quite literally, have a break. 

SKILLSET
Creative Strategy / Art Direction / App / Pack / Campaign