W+K’s Easter Egg Hunt for Milka Chocolate Is Hunger Games but With a Soft, Gooey Middle

Brand's first pan-European campaign

While we’re on the subject of the modern merits of literature, Milka has released its first cross-European Easter campaign, “All for One,” a name inspired by The Three Musketeers.

Created by Wieden + Kennedy Amsterdam, the ad features a trio of kids engaged in one of the funnest and most vicious activities of childhood—the annual Easter egg hunt. Stakes are high.

The three reunite in a clearing, faced with the last and most critical prize—a Milka chocolate bunny. In their efforts to make a go for it—every kid for themselves!—the bunny stumbles down a cliff, where it nests precariously in the clutches of a few twiglike branches.

What happens next is the charm of this work. We can only say we wish Lord of the Flies could have gone similarly.

“An Easter egg hunt is always fun, but for many kids it’s also a very competitive activity,” say creative W+K Amsterdam creative directors Daniel Schaefer and Szymon Rose (yes, in unison). “We wanted to show that it can be more fun and even more rewarding when you set the competition aside, join forces, and enjoy the hunt together.”

The :90 film sits at the heart of Milka’s “Easter Tastes Better” campaign, which will include digital and social content, as well as out-of-home work and local events. Leading up to Easter on April 16, the ad will air across Central and Eastern Europe, including Germany, France, Austria and Poland.

It also reinforces Milka’s “Tenderness is inside” positioning, using a tidy teaching moment where kids “realize what Easter is truly about,” per the agency.

“Easter is an important time of year for Milka, with our products playing an important role in seasonal rituals—notably, the Easter Egg Hunt,” says Milka Europe brand lead Martha Miralles. “Through a new emotional fable rooted in our ‘Tenderness is inside’ brand platform, we have brought to life our unique point of view on the season in a way that encourages people to get together and which captures and celebrates the spirit of Easter.”

It’s all a bit sweet, but not indigestibly so, and it’s in keeping with previous Milka works—like the almost cavity-inducing “First Tastes” campaign from Buzzman.