The candybar KitKat has the famous slogan: have a break, have a KitKat. This billboard creates the illusion that the guy who is hanging up the KitKat ad is having a break. His ladder is still standing and the slogan is half way finished. Because KitKat is well known they do not have to show the brand name on this billboard. The slogan gives the opportunity for a lot of creative marketing. I think this one is brilliant.