As you’re reading this, up to 15% of employees anywhere are on break, leaving the rest stuck receiving endless (and often uninspiring) out-of-office replies.

As the champions of breaks, we saw an opportunity to turn this overlooked moment into something more.

We placed KitKat where people were already looking: inside emails.

With billions of automated out-of-office messages sent every day, we transformed them into dynamic KitKat ads — embedding ASCII visuals directly into the email body, alongside promo codes redeemable via e-commerce platforms.

As Art Director, I focused on translating the brand into a new visual system — adapting KitKat’s identity into a purely text-based format while maintaining consistency and recognisability. Every detail, from spacing and alignment to character composition, was carefully considered to ensure clarity and cohesion across platforms.

The result is a campaign that reimagines a passive communication channel into an active brand experience — seamlessly integrating into everyday behaviour.

Scroll down to check out all the awards we’ve snagged.