Billed as the world’s most tender melting chocolate, Milka launches in China with an integrated campaign, “Tenderness is inside,” which includes this two-minute centerpiece film, Lost & Found, directed by Nacho Gayan of Stink for Wieden+Kennedy Amsterdam.
The introduction of Milka marks Mondelez International’s first major foray into China’s chocolate market. Unlike its existing exposure with small imported volumes of Cadbury and Toblerone, the launch sees Mondelēz now produce 12 Milka products in China using milk imported from the Alps, with further special editions planned for holidays.
Via Milka’s exclusive partnership with e-commerce giant Alibaba, people can directly purchase Milka products on the site and watch Lost & Found on the homepage. The film is set in the idyllic fictional town of Lilaberg and brings the tenderness of Milka to China with a fable of a little girl’s plan to save her father’s job–overseeing the lost and found department at the railroad station. With the help of some kind-hearted townsfolk, a honking goose and a Milka chocolate bar, the girl’s success is a universal reminder that a little tenderness can help turn things around.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
