W+K Amsterdam Brings Chocolate to China With ‘Tenderness Is Inside’

By Erik Oster 

W+K Amsterdam launched a new campaign for Mondelēz chocolate brand Milka, introducing the brand to China with the “Tenderness Is Inside” campaign and the two-minute launch spot “Lost and Found.”

“Lost and Found” tells the story of how a little girl helps her father, who has a job manning the lost and found station at a train station, keep his job. At the opening of the spot he learns his job is in jeopardy when it appears that there’s no use for the lost and found. The girl has a plan, however, and enlists the aid of townspeople to help, as the spot ends with her sharing a Milka bar with dad.

While the spot centers around a strange sort of childlike logic, its reliance on small-town Alpine charm as a brand characteristic is more telling.

“In developed European markets we have a well established Milka world, which allows us to bring the tenderness of the brand to people through our Alpine fables,” explained W+K Amsterdam creative directors Daniel Schaefer and Szymon Rose. “Now we have the opportunity to bring this world to Chinese consumers in a new and refreshing way, which is unlike any other communications in China.


“Launching a fully integrated campaign across all channels in such a vast and digitally developed market is a great creative challenge. It was important for us to stay true and authentic to the brand world and the brand promise throughout in order to bring this compelling tender insight and platform to a huge number of potential new Milka fan,” they added.

In addition to the two-minute online version, the spot will air nationally in cinemas, in 60, 30 and 15-second iterations. Online and in-store executions will support the effort and W+K Shanghai will roll out a social media campaign next month, complete with VR execution. That effort will also feature social influencers, leveraging China’s “unboxing” phenomenon for the brand.

“The launch of Milka in China is a significant step in our journey to build a truly Global brand outside of Europe,” said César Melo, president, global chocolate at Mondelēz International. “With 30 years’ experience selling other Mondelēz confectionery and snacks into China and our understanding of the market in general, we’re confident that our first major introduction into China’s chocolate market will be a success and that customers will resonate with the aspirational positioning and tender values of Milka’s Alpine brand world as much as the chocolate itself.”

Agency: W+K Amsterdam
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Szymon Rose, Daniel Schaefer
Art Director: Henrik Edelbring
Copywriter: Toby Moore
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Heidi Baltzer, Helen Hendry
Planner: Martin Weigel, Nusara Chinnaphasaen
Group Account Director: Clare Pickens
Account Director: Will Oakes, Eleanor Thodey
Account Manager: Elianne Vermeulen
Account Executive: Kristina Jorgensen
Art Buyer: Maud Klarenbeek
Studio Artist: Steele Bonus
Project Manager: Katie Finn
Business Affairs: Michael Graves

Production Company: Stink
Director: Nacho Gayan
Director of Photography: Andre Chemetoff
Producer: Toni Moreno
Executive Producer: Jon Chads

Editing Company: Whitehouse London
Editor: Russell Icke
Assistant Editor: Gregory Hayes

Audio Post: Wave London
Sound Designer/Mixer: Aaron Reynolds

Artist/Title: Valentin Hadjadj
Music Company: 22D Music – Studiocanal – Je suis bien content (p) JSBC
Producer: Emmanuel Deletang
Score Producer: Jean Pierre Arquié

Post Production: MPC London
Flame: Dan Lorenzini (lead), Nuke Andreas Feix, Andrew Roberts, Rod Norman
3D: Mike Diprose, Ross McCabe
Matte Painting: Neil Miller, Gerard Dunleavy
Telecine: Jean–Clement Soret
Producer: Sophie Hogg/Lydia Evitt