In everything we read, breaks (aka punctuation) make or break sentences.

Notices such as“Slow workers ahead”, “Caution camels close the gate”, “Smoking food or pets are not permitted in the shop”, are confusing – and hilarious – without the punctuation marks.

And this is why Publicis Dubai and KitKat are reminding people of what we tend to forget: Breaks matter.

KitKat has captured some snapshots from daily life – 8 different instruction messages (5 in English and 3 in Arabic) that were written without punctuation, to show the audience the unexpected side of what will happen when we forget to add breaks.

Behind the fun is a KitKat’s message. It’s important to have a break. The new campaign is currently being displayed in the Dubai metro and in outdoor.

Credits: 
Agency: Publicis Dubai
Senior Brand Manager: Ghait Hamed
Brand Manager: Bishara Touckly
Chief Creative Officer : Rafael Augusto
Creative Director: Mohamed Bareche
Senior Copywriters: Nicolas Richard & Hani Mohsen
Senior Art Directors: Paulo Ottaviani & Mohamed Youssef El Naggar 
Art Director: Tina Balaa
Business Lead: Maya Khammar
Account Manager: Jean Pierre Deaibes