KITKAT

KITKAT x F1, LE GRAND BREAK

KitKat x F1’s Le Grand Break at CENTQUATRE-PARIS features simulators, a paddock and a final with Liam Lawson. Produced by Wild Buzz Agency.

On May 6, 2026, KitKat brings Formula 1 to CENTQUATRE-PARIS. Conceived by VML France and produced by Wild Buzz Agency, Le Grand Break turns the hall into a paddock with racing simulators, stands, a podium and live content. Several hundred participants and around fifteen international creators take part, with a chance to meet Liam Lawson and a final against JustRiadh, Kaatsup and Depielo.

Formula 1 arrives at CENTQUATRE

KitKat simulators and single-seaters in the hall of CENTQUATRE-PARIS

Turning a KitKat break into a race

4 months

of production for a day at full speed

Invited in front of the Grand Break wall

Liam Lawson and a creators’ final

Several hundred participants and around fifteen international creators take turns on the simulators, meet racing driver Liam Lawson and compete in a final against JustRiadh, Kaatsup and Depielo.

Overview of the KitKat Grand Break at CENTQUATRE-PARIS

Participant wearing a helmet in a KitKat simulator

Production down to the smallest detail

Nearly four months of preparation were needed to coordinate the simulators, scenography, live content and participant reception in a heritage venue.

Race screen during the Grand Break KitKat final

Producing an event for a creative agency

When an agency devises the concept, production has to bring it to life while staying true to the idea. This project shows what a Paris event agency can deliver when it produces a major brand event.