Title	CHRISTMAS EXPRESS
Brand	MONDELÉZ
Product/Service	MILKA
Category	A02. Digital Illustration
Entrant	WE ARE SOCIAL Paris, FRANCE
Idea Creation	WE ARE SOCIAL Paris, FRANCE
Production	MERCI MICHEL Paris, FRANCE

Name	Company	Position
Sandrine Plasseraud	We Are Social	Managing Director
Guillaume Lalu	We Are Social	Deputy Managing Director
Nicolas Souffleur	We Are Social	Group Account Director
Julien Ouvrel	We Are Social	Head of Production
Thomas Guilhot	We Are Social	Creative Director
Ludovic Houdré	We Are Social	Account Manager
Fernando Rosas	We Are Social	Art Director
Guillaume Clarke	We Are Social	Copywriter

The Campaign

Christmas Express is an interactive crafted digital experience, designed to add a touch of tenderness to the craziness of the holiday season. Mika wanted to enhance the strong commercial time that represents year-end celebrations for the brand. The challenge was to find out to position Milka as a Christmas brand. The idea ? Replacing the ritual of greetings at the heart of the magic of Christmas. Indeed, a few words sent to those we love is always nice. However, over the recent years, the tradition of vows have often been forgotten,Through an interactive crafted and flawless experience, Milka enables users to customize a letter to their loved ones and to follow it , from design to receipt, via an animated fairytale route in 3D called Christmas Express.

Creative Execution

We created a rich interactive universe, all made in 3D, with pre calculated as well as time webGL CGI, and a unique and immersive sound design. The website was launched on November 2015 across 6 European countries. Social Media was a key communication pillar for the Christmas Express throughout December. A social media toolkit was distributed to the 6 European countries so they could make the most of all the assets around Christmas Express on their social media ecosystem, enabling the campaign to be noticeable to the brand fans and followers. Facebook event tease the campaign ahead, a video trailer with CTA to drive to the site, editorial calendar, key visuals, teaser videos were shared across the brand social media platforms so as to speak to a maximum of targeted people, in the right way and at the right moment.