Milka, a traditional brand of chocolate confection reminds us that Easter Tastes Better Together in the brand’s first pan-European Easter campaign.
The campaign launches with ‘All For One’, a new fable set in the alpine hills around Lilaberg – the idyllic fictional town at the heart of the brand’s global ‘Tenderness is inside’ brand platform.
‘All For One’ follows three kids as they go head-to-head to see who will go home with a basket full of chocolate goodness. Relentlessly seeking, sliding and nabbing every multicolored egg in their sight. But their selfishness results in the loss of one highly prized Milka Easter Bunny. It’s in this moment when they realize what Easter is truly about.
Milka-All For One from Wieden+Kennedy Amsterdam on Vimeo.
Created by Wieden+Kennedy Amsterdam, the 90-second film is at the heart of Milka’s ‘Easter Tastes Better Together’ campaign, which also includes digital and social content and OOH executions. The campaign rolls out from today and in the lead up to Easter will air in over 10 markets across Central and Eastern Europe including Germany, France, Austria and Poland.
DIVERGE spoke to Daniel Schaefer and Szymon Rose, W+K Amsterdam Creative Directors to find out more:
Where did the idea for this ad come from?
The idea for this film is inspired by the traditional Easter egg hunt and tapping into the thought that children are often very single minded in their own hunt for more eggs. We wanted to bring to life the most epic hunt possible and tell a tender story, which encourages people to enjoy the season together.
What was the message you were trying to share?
The campaign line is ‘Easter Tastes Better Together’ and the sentiment around this is that when the children work together to win the prized Milka Easter bunny their success is all the sweeter due to their team work. They not only won the bunny, but built friendships in the process. Through this tender tale we want to encourage this togetherness in special Easter moments spent with families and friends.
Why did you decide to shoot this in nature and how hard was that?
Easter is a time when nature comes alive, it is about spring and rebirth, a time when we open our doors and get back outside. Bringing this feeling of vibrancy and energy with an epic egg hunt across the Alpine landscape is key to the excitement of the hunt and true to Lilaberg – the idyllic fictional town at the heart of Milka’s global ‘Tenderness is inside’ brand platform.
