KitKat Have A...

We wanted to go one step further, pushing the boundaries of how many letters are needed on a poster to understand a brand message.

Embracing the heritage of the brand, we created a digital OOH poster live at the O2 Arena with only the five letters of "Have a" in white text on a distinctive red background, with the space bar blinking where you would expect to see the word "Break."

Over half of consumers not only were able to identify the brand, but understood the brand message.