Ogilvy x KitKat unveils the ultimate ‘Break Mode’ campaign
Bringing the break to the real world.
In a constantly connected world where “airplane mode” doesn’t work and notifications relentlessly demand attention, Ogilvy Colombia and KitKat Panama are taking a bold step with “Break Mode.” This ingenious packaging isn’t just a container for your chocolate; it’s a designed haven for your smartphone, fundamentally rethinking what a “break” is.
This moment marks the first time mass-market product packaging has moved beyond its traditional role to support digital well-being and drive brand engagement.
“Our Impact Lab in Colombia is dedicated to crafting creative solutions that seamlessly blend sustainability, technology, and innovation. ‘Break Mode’ is a prime example of the profound impact we can achieve by recognizing an extraordinary opportunity within the very fabric of the Kit Kat® wrapper, pushing the brand’s promise to unprecedented levels. It’s a testament to creativity’s power to shatter conventions, transforming packaging itself into an immersive brand experience. We see immense, even boundless, potential for this idea to scale,” assures Gastón Potasz, Chief Creative Officer of Ogilvy Andina.
How does break mode work?
The “Break Mode” packaging ingeniously operates as a portable “Faraday Cage.” The moment your mobile phone is placed inside, all signals – calls, internet (4G/5G), Bluetooth, and GPS – are entirely and effectively blocked.
At its core, the ingenious design relies on:
- A meticulously integrated metallic conductive layer,
- A fine-gauge polypropylene outer coating,
- Sophisticated layers of polyester and copper,
- And a precision-engineered sealing mechanism.
We’ve rigorously tested this advanced design in RF signal suppression, mobile signal strength (RSSI), and electromagnetic isolation, and it’s confirmed to be 100% effective.
Furthermore, this packaging, designed for durability, with a lifespan of approximately one year, ensures that its materials can be fairly separated and responsibly recycled at the end of its life cycle, actively contributing to the reduction of e-waste and the promotion of the principles of the circular economy.
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