KitKat/AirFix "The KitKat kit" by Wunderman Thompson

KitKat's latest campaign brings an out-of-home poster to life, and YouTube's model-making community couldn't be happier.

Taking the brand’s "have a break" tagline to innovative new levels, KitKat paired with scale model kit company AirFix to create a special edition of its miniature Supermarine Spitfire. These kits were sent to a range of model-making YouTubers who, upon opening the packaging, discovered a sealed KitKat into the kits mounted on a 3D-printed plastic sprue. 

The KitKat itself comes into play at step 38 of the model-making process, under the instruction "have a break". It was created by Jeremy Little and James Hobbs.