Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Once upon a time, Wieden + Kennedy Amsterdam created a fairy-tale campaign for Mondelēz's Milka chocolate brand.
Set in the idyllic, magical Alpine hamlet of "Lilaberg," the ads consolidate Milka's candy and biscuit categories under the theme "Tenderness is inside."
A pair of commercials feature impressive visuals and fanciful story lines. The spots almost resemble children's books come to life—or Pixar interpretations of fables for kids. Fanciful details abound, including cats on every rooftop and a purple cow (Lila, the brand mascot, after whom Lilaberg is named).
In the clip below, set at the town's colorful carnival celebration, "The Strongman" proves he's really just a big softie—tender-hearted, you might say—bonding with a young fan whose confidence needs boosting:
Finish your candy bar, Junior, and you'll grow up big and strong like Gustavus!
"We wanted to create a timeless Alpine world, a self-contained microcosm of interesting characters and places," Daniel Schaefer, W+K...
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in