Milka continues its campaign set in the fictional Alpine town of Lilaberg with another whimiscal fable, this time centered around an Easter egg hunt.
The ad, by Wieden & Kennedy Amsterdam, sees a gang of the town's kids set off into the woods to hunt the eggs. Everyone is working alone and, as with all the best Easter egg hunts, it's all highly competitive -- is it just us, or is shooting a wasp's nest a bit "Hunger Games"? But when three kids all find a chocolate bunny at once, disaster strikes, and they're forced to work together -- with the help of a cute hedgehog. The tagline is "Easter is better together."
The campaign, which also includes digital and social content and OOH executions, rolls out in the lead-up to Easter and will air in over 10 markets across Central and Eastern Europe including Germany, France, Austria and Poland. Tompa & Rondo at Acne directed the spot.