KitKat Campaign ‘Phone Break’ by VML Czechia & PAVLEYE Wins Grand Prix at Cannes Lions 2025
A significant achievement for PAVLEYE Artist Management & Production: The “Phone Break” campaign for KitKat, created by VML Czechia, was awarded the prestigious Grand Prix in the Outdoor category at the Cannes Lions Festival of Creativity. The campaign visuals were photographed by Miro Minarovych c/o PAVLEYE, with production led by the team of Jozef Pavleye.
The concept is simple yet powerful – replacing smartphones in everyday situations with KitKat bars to encourage people to take a real break. Whether waiting at a bus stop, meeting friends, or standing in line, the campaign highlights how absorbed we are in our devices – and how refreshing a true pause can be, with something as simple as a KitKat.
The visuals were strategically placed in high-traffic outdoor locations – such as tram stations, public squares, and pedestrian zones – precisely where phone usage is most visible. The “Phone Break” campaign stands out as one of the most striking entries of the year – a compelling example of the power of clear creative thinking, impactful visuals, and flawless execution.
Jury President Keka Morelle, Chief Creative Officer at Ogilvy for Latin America, praised the campaign as “a masterpiece in the Outdoor space”: “Without words or logos, it communicates a powerful message through a beautifully crafted image. It captures the spirit of our times, strengthens the brand concept, and immediately sparks reflection.”
“The KitKat Phone Break work was one of the first projects I worked on in my new role as Chief Creative Officer at VML Czechia. It was selected out of 400 ideas submitted from VML offices the world over. The work was produced and run in Prague as a print and OOH campaign. And it’s the Czech Republic’s first ever Grand Prix at Cannes Lions International Festival of Creativity. Congrats to the entire team who made our KitKat Phone Break idea happen.” — Jake Barrow, Chief Creative Officer, VML Czechia.
CREDITS
Production Pavleye artist management and production
Advertising Agency VML PRAGUE
Producer Jozef Pavleye
Post Production Miro Minarovych c/o Pavleye
Photographer Miro Minarovych c/o Pavleye
About PAVLEYE
Boutique Creative Agency for Film, Photography & Talent Founded by Jozef Pavleye in 2000, PAM is a boutique creative agency specializing in artist management and full-service production for both film and photography. From the start, Pavleye set out to deliver exceptional care—regardless of a project’s scale—rooted in his belief in the power of bold, unrestricted creativity.
PAM’s headquarters are in Prague, with a strong presence in Slovenia and Spain, and an expanding footprint in regions where high production value and visual excellence are paramount.
Over the years, PAM has become a trusted partner in advertising, fashion, and fine art, uniting brands with a dynamic roster of artists. The agency takes pride in its eclectic talent, offering dedicated support for both commercial and artistic pursuits.
Driven by Pavleye’s signature energy, PAM is known for its 24/7 commitment and consistently high production standards. With a sharp eye for detail and decades of field expertise, PAM has expanded its services to include art buying, post-production, and creative direction.
Working globally, PAM offers premium production for studio and large-scale location shoots alike. Whether you need striking visuals, diverse talent, or seamless logistics, PAM ensures professional, flexible solutions—and above all, a standard of excellence that defines every job.
GoSee : pavleye.com