Instead, the limited-edition Milka Biscuit Run is a return to old school board games, which agency Wieden & Kennedy Amsterdam points out are making a huge comeback. Agency Creative Directors Edouard Olhagaray and Sebastien Partika explain in a statement: "From kick-starter games being funded overnight, to game cafes opening around the world, there is a global appetite to play games in real life and less behind the screen of a phone. With Milka's communication platform rooted in tenderness, creating a board game felt like a natural opportunity to encourage more of these moments of human connection and to bring families together."
The game puts players inside a Lilaberg cottage, where each takes on one of the cookie jar characters from the brand's 2016 TV campaign. They compete for Milka biscuits and soft cakes via a series of fun (and sometimes embarrassing) dares and challenges--from mimicking an alpine animal to yodeling their favorite song.
While the game may be analog, the campaign promoting the chance to win it is digital and includes an online trailer seen here, directed by MPC Creative's Diarmid Harrison-Murray, plus teaser films on Facebook and YouTube pre-rolls. The board game is rolling out in more than 14 European countries with over 7,000 board games to be won.