Milka goes retro with an old-school board game
Limited-edition game is based on its 2016 TV ad
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Mondelez chocolate brand Milka has created a themed board game based on its whimsical advertising universe of "Lilaberg"--and there's not a VR headset or interactive element in sight.
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.
Credits
- Date
- Apr 16, 2018
- Agency :
- Wieden & Kennedy-Amsterdam
- Brand :
- Milka
- Client :
- Milka
- Marketing Director Biscuits Europe :
- Isabelle Sakai
- Platform Lead Treat Brands Biscuits Europe :
- Caroline Baume
- Chocobakery Manager Europe :
- Jan Trichterborn
- Executive Creative Director :
- Eric Quennoy
- Executive Creative Director :
- Mark Bernath
- Creative Director :
- Daniel Schaefer
- Creative Director :
- Szymon Rose
- Creative Director :
- Sebastien Partika
- Creative Director :
- Edouard Olhagaray
- Art Director :
- Riccardo Rachello
- Copywriter :
- Mohamed Diaa
- Head of Broadcast Production :
- Joe Togneri
- Executive Producer :
- Michael MacMillan
- Broadcast Producer :
- Magda Czyz
- Art Producer :
- Nelleke Rekers
- Creative Planner :
- Nusara Chinaphasaen
- Communications Planner :
- Wes Young
- Group Account Director :
- Clare Pickens
- Account Director :
- Will Oakes
- Account Manager :
- Elianne Vermeulen
- Account Executive :
- Hugo Boccara
- Art Buyer :
- Nelleke Rekers
- Studio Director :
- Lizzie Murray
- Designer :
- Malia Killings
- Studio Artist :
- Noa Redero
- Project Manager :
- Katie Finn
- Business Affairs :
- Michael Graves
- Production Company :
- MPC Creative
- Director :
- Diarmid Harrison-Murray
- Director, Photography :
- Mark Emberton
- Producer :
- Johnny Blick
- Executive Producer :
- James Niklasson
- Editing Company :
- MPC Creative
- Editor :
- Rigel Kilston
- Editor :
- Arthur Ivens
- Audio Post :
- Wave Amsterdam
- Sound Designer :
- Alex Nicholls-Lee
- Mixer :
- Alex Nicholls-Lee
- Artist :
- Harry Lightfoot
- Artist :
- Philip Kay
- TItle Design :
- "Game of Biscuits
- Music Company :
- Woodwork Music,
- Post Production :
- MPC
- Flame Artist :
- Dirk Riesenfeld
- 3D :
- Graeme Turnbull
- Colorist :
- Kai Van Beers
- Producer :
- Jason Bartnett
- Illustrator :
- Marie Thorhauge Torslev
- Director, Photography :
- Theo Garland
- Food Director :
- Mark Emberton
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