Creativity

Milka goes retro with an old-school board game

Limited-edition game is based on its 2016 TV ad

By Alexandra Jardine. Published on Apr 16, 2018

Editor's Pick

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.

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Credits

Date
Apr 16, 2018
Agency:
Wieden & Kennedy Amsterdam
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 of Photography:
Mark Emberton
Food Director:
Mark Emberton
Director of Photography:
Theo Garland
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:
Dirk Riesenfeld
3D:
Graeme Turnbull
Colorist:
Kai Van Beers
Producer:
Jason Bartnett
Illustrator:
Marie Thorhauge Torslev

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