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← Back to IdeasMilka & Ogilvy shed light on gestures of gratitude for the new Christmas campaign “Giving is the greatest gift”
Berlin, 30th October, 2023 – This Christmas, Ogilvy, part of the WPP All Stars team, is launching a 360° seasonal campaign across Europe for Milka to celebrate the festive season, aiming to remind consumers of the true spirit of Christmas. The campaign “Giving is the greatest gift” centers on the magic wink of Milka’s iconic chocolate Santa and is built on previous campaigns such as “Tender Tastes Better” and “Tender Words”. To drive consideration for the brand and increase relevance during the Christmas season, the international creative WPP All Stars Team for Milka expands on the idea of authentic emotions and tenderness.
Thoughtful gestures what matters
"The campaign aims to inspire people to show appreciation with our loved ones , which is the greatest gift during Christmas.” says Ágnes Pósa-Somos, Milka Seasonals Senior Brand Manager Europe. The plot of the campaign’s TVC, which was shot in Helsinki and produced by Soup Film Berlin, “tells the story of the unlikely friendship between a boy and his chocolate Santa that brings joy to everyone around”, explains Dr. Stephan Vogel, EMEA CCO at Ogilvy. Accompanied by the relaxed tunes of “Just the Two of Us” by Grover Washington Jr., the short scenes show how empathy can transform the stressful holiday season into moments of tender connection.
360° campaign approach: From Social Media to POS
“Giving is the greatest gift”campaign will be showcased across Europe on various channels. It can be spotted on TV, Instagram, TikTok, Spotify, OOH and at POS, targeting all families. The campaign creates consumer engagement by cooperating with influencers and content creators as well as creating GIFs of the winking chocolate Santa. On Instagram, for example, the brand plans to kick-start the trend “Giving is the greatest gift” which is all about unrehearsed unfiltered reactions to small acts of kindness. Other formats focus on cozy holiday activities such as baking, always accompanied by the chocolate Santa. Based on these paid influencer formats, users may be inspired to share their own gift giving experiences. This way Milka strives to start a conversation about what is important to consumers.
Consumers are also informed and activated outside of the digital space. At POS, as part of the Mondelez’s Empathy@Scale concept, they can personalise their chocolate Santa gifts with stickers featuring name tags as well as different tender messages. In addition, an interactive Instagram face filter pilot in Romania allows consumers to transform themselves into the iconic winking Santa in the blink of an eye, sharing tender messages.
Vimeo-Link: https://vimeo.com/879312177?share=copy
The makers
Milka
Ágnes Pósa Somos – Milka Seasonals Senior Brand Manager Europe
Magali Mirault – Marketing Director Seasonals & Pralines
Amy Tay – Senior Director Global Milka
WPP All Stars
Dr. Stephan Vogel – CCO EMEA
Nadia Katsiouli – WPP All Stars Client lead
Felipe Galiano, Matt Longstaff, David Krueger – Executive Creative Directors
Rafael Quintal – Senior Copywriter
Rodrigo Sganzerla & Cheryl Lee – Senior Art Directors
Anastasiia Cherniavska – Art Director
Melina Boelen – Client Service Director
Ismael Pineda – Account Director
Thiago Almeida – Account Manager
Brian McCarter – CSO EMEA
Kristel van der Vliet – Strategy Director
Meike Sinemus – Senior Producer
Thorsten Vogel – Senior Post-Producer
Production
Soup Film Berlin
Post-Production: Hogarth Worldwide Hamburg
Media: Publicis
Music
Nicolas van Reenen – Composer, Arrangement
Manny Walters – Singer
Regie
Duncan Christie – Director
Press office Ogilvy
Ogilvy GmbH, Darmstaedter Landstraße 112, 60598 Frankfurt
Phone: +49 69 069 9622 500 23 | presse@ogilvy.com