Over the years, KIT KAT has run lots of contests, always asking people to do stuff in order to win stuff. But that doesn’t seem to embody the spirit of “having a break”. So we came up with the #NONTEST, a non-contest that asks people to have a break from promos all together. It’s simple: to enter, you just have to tell us how you’re not entering the contest. Ok, maybe not so simple. But to get this fairly abstract point across, we developed all the usual supporting media but twisted to not let you enter. In the end it turned out that people love the double talk. And the meta references. And the whole not-entering-for-a-chance-to-win stuff.