Milka | SAy it with milka
TO steal W&K’s words…
We often overlook the everyday good deeds that people do for us. Our latest campaign promoting Milka’s praline box gifting range shares the idea that these small and sincere gestures deserve to be acknowledged – with a tender gesture of appreciation.
Directed by Jean-Pierre Jeunet (Améiie, Delicatessen, A Very Long Engagement), the 20” film sees Elena the postwoman facing a conundrum when she finds she has no mail for the inhabitant of a reclusive and foreboding cabin on the outskirts of town. Not wanting the occupant to be left out, she bravely performs a little act of kindness. And is surprised with a ‘little thank you’ in return.
The film is also complimented by personalized YouTube bumpers, prompting viewers to thank someone based on the content they’re about to watch. For instance, when watching a comedy clip, they’ll see: ‘Tender ways to say thank you to the person who puts up with your snort laughs.’ Or a cooking tutorial: ‘…thank you to the guinea pig who tests out your weird recipes’. Or searching for family holiday ideas: ‘…thank you to the kids who don’t ask “are we there yet?”’ Little reminders for us to recognize those everyday gestures of kindness, no matter how small or silly they may seem.
This film will be followed by two more episodes featuring adventures of the Alpine postwoman on Valentine’s Day and Mother’s Day in 2019. Keep your eyes peeled.
Agency: Wieden + Kennedy Amsterdam
Director: Jean-Pierre Jeunet
Producer: Stijn Wikkerink
Creative Directors: Ed Olhagaray & Seb Partika
Art Director: Teresa Montenegro
Copywriters: Thomas Walton & Christopher Cryer