Small business owners in the Philippines often run their stores solo or with minimal staff. So when it's time for a quick break and there's no one to cover for them, they turn to using everyday objects—like umbrellas, “slippery when wet” signs, or whatever long thing they can fit between door handles—as makeshift door barricades.
It’s a silent signal that needs no explanation. For Filipino customers, this is an instantly recognizable sign that the staff is on a break. For KitKat, a brand built on the idea of taking breaks, saw this as an opportunity to be part of local culture.
We created the KitKat Break Bar—a functional wooden bar designed to look like a KitKat finger, which employees can easily insert into door handles while enjoying the break they truly deserve. 🍫
Agency VML Manila
Creatives CCO: J. Dy | ECD: Maan Bautista | GCD: Javey Villones | ACDs: Ali Sadsad, Bern Cordora | Senior Art Director: Trishia Vilarmino | Senior Copywriter: Angel Santos | Editor: Angel Cabanto