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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
