MANILA, PHILIPPINES – Nestlé Philippines and VML Manila have made a remarkable mark at this year’s ADFEST 2025, taking home an impressive haul of metals: a coveted Lotus Roots trophy, two Silver Lotuses, and a Bronze Lotus for their campaign, KitKat Break Bar.
More than just a playful twist on KitKat’s iconic “Have a break” mantra, the campaign is a love letter to the small businesses that form the beating heart of Filipino communities. Drawing from a local insight – the makeshift practice of wedging sticks or random objects into door handles to signal a store owner’s break, VML Manila and KitKat turned this humble cultural habit into a charming, tangible brand experience. The result? Sleek, custom-crafted wooden KitKat Break Bars, gifted to over 30 mom and pop stores across Metro Manila and beyond, replacing the unsightly door bolts with a more meaningful, brand-aligned alternative.
And it clearly resonated. Among 79 entries, KitKat Break Bar stood tall as one of only four Lotus Roots Award winners, a distinction reserved for work that celebrates the soul of a local culture.
Maan Bautista, VML Philippines Executive Creative Director, highlighted the campaign’s culturally relevant approach: “The best ideas are drawn from genuine insights. It’s rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces the brand’s universal role in people’s breaks.”
Aside from the Lotus Roots Award, the campaign also scored a Silver Lotus for Outdoor, another one for Brand Experience and finally a bronze Lotus for Media.
“In a landscape saturated with digital noise, KitKat’s Adfest wins prove the enduring power of simple, analog ideas.” shared Nestlé Philippines Creative Ace Ballesteros, “VML’s ability to uncover these insightful opportunities, cutting through complexity, is truly remarkable. We’re incredibly proud of our continuous collaboration with VML Manila.”
CREDITS
Nestlé Philippines:
Chief Marketing Officer & SVP Marketing Nestlé Philippines – Marjorie Garovillo
SVP & Business Executive Officer – Veronica Cruz
VP Consumer Communications and Experience – Jayel Ladioray
Creative Content Executive – Ace Ballesteros
Senior Brand Manager, Confectionery – Jin Ong
Brand Manager, KitKat – Hannah Kua
VML MANILA:
Chief Executive Officer – Golda Roldan
Chief Creative Officer – Joe Dy
Executive Creative Director – Maan Bautiusta
Group Creative Director / Head of Art – Javey Villones
Associate Creative Director – Bern Cordora
Associate Creative Director – Ali Sadsad
Senior Copywriter – Angel Santos
Senior Art Director – Trishia Vilarmino
Editor, Motion Graphics Artist – Angel Cabanto
Account Director for Awards – Jerald Andres
Account Director – Jerald Andres
Senior Account Manager – Armand Bonifacio
Client Services Division Head – Ardie Vega
Head of Production – Carol Pe Benito
