Turning the red card into a reminder for a break.
KitKat contextualizes football's biggest pause with its classic tagline.
Description
How do you hijack the biggest sporting event on earth without sponsoring it? You own its most dramatic moment.
As the World Cup grips football fans everywhere, KitKat and Icelandic creative agency Cirkus teamed up to turn a high-tension game stopper into a branding opportunity.
In this outdoor campaign, a referee is captured holding up a KitKat bar instead of the dreaded red card, accompanied by the iconic tagline: "Have a break."
The strategy links the pause of a red card to the world’s ultimate chocolate break, KitKat ensures that every single time a referee reaches for his pocket during the World Cup, fans think of a KitKat.
This professional campaign titled 'KitKat Red Card' was published in Iceland in July, 2026. It was created for the brand: KitKat, by ad agency: Cirkus. This OOH Outdoor medium campaign is related to the Candy, Snacks industry and contains 2 media assets. It was submitted about 7 hours ago by Ring master: Gulli Adalsteinsson of Cirkus advertising agency.
Credits
Advertising Agency: Cirkus, Reykjavík
Creative Director: Gulli Adalsteinsson
Art Director: Thorvaldur S. Gunnarsson
