In 2016, Nestle launched a TV ad for KitKat about fatigued airport employees taking a break. What was interesting is what we did with the ad. We hacked our own ad and created an ad within the ad. It seemed as if the famous hacker group Anonymous took over our ad.

What was it in actuality? An innovative digital intervention in the form of a YouTube pre-roller. Our Anonymous hacker spoke about why we need to take real breaks, and not spend our breaks watching content (and annoying ads) on YouTube. He pushed people to skip the ad and take a break.