| Title | MILKA LAST SQUARE |
| Brand | MONDELÉZ |
| Product/Service | MILKA |
| Category |
A01. Creative Effectiveness |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
|
Production Company
|
ANONYMOUS Paris, FRANCE
|
Credits
| Georges Mohammed-Chérif |
BUZZMAN |
President and Creative Director |
| Thomas Granger |
BUZZMAN |
Vice-President |
| Julien Levilain |
BUZZMAN |
Associate Director |
| Miguel Durão |
BUZZMAN |
Copywriter |
| Clément Séchet |
BUZZMAN |
Art Director |
| Daniel Evans |
BUZZMAN |
Art Director |
| Antoine Ferrari |
BUZZMAN |
Agency Manager |
| Loïc Coelho |
BUZZMAN |
Agency Manager |
| Renaud Berthe |
BUZZMAN |
Strategic Planner |
| Vanessa Barbel |
BUZZMAN |
TV Producer/Art Buyer |
| Elodie Poupeau |
BUZZMAN |
TV Producer/Art Buyer |
| Yoann Morin |
BUZZMAN |
TV Producer/Art Buyer |
| Laurent Marcus |
BUZZMAN |
Digital Producer |
| François Cavallin |
BUZZMAN |
Digital Producer |
Brief Explanation
Milka is embodied by an emblematic product: the chocolate bar.
It drives the brand emotional attachment but also symbolizes its struggle to renew itself.
To generate a new interest for the brand, we decided to work on it and find a way to evolve it and turn it into the main media of our activation.
We started from a commonly shared and strong insight: the last square is the most precious one. The one you eagerly wait for that you won’t give away for any reason.
By confronting this insight to Milka’s brand platform “Dare to be tender” we came to the idea that there is no better proof of tenderness than offering your last square to someone you care about.
At a communication level, the campaign had an outstanding reach thanks to the earned media we got.
- More than 500 000 visits on the website
- 3 millions views on our videos
- 95 000 shares on social networks
- A massive press coverage with more than 700 articles in 117 countries
- 70 million people potentially reached by the campaign
- For an equivalent of 1.3 millions euros in earned media