This charming tale for Milka–taking the form of a 90-second film–marks the chocolate maker’s first pan-European Christmas campaign. Directed by Jean-Pierre Jeunet (the French filmmaker whose credits include the feature Amelie) via Tobago Films, Paris, for Wieden+Kennedy Amsterdam, “The Time Machine” tells the story of a boy who can’t wait for Xmas to come. He and his family live in Lilaberg, the idyllic fictional town at the heart of the brand’s global “Tenderness is inside” brand platform. The lad sets out to build a time machine from scratch so he can fast forward to Xmas eve. To make his dream come true, his family works together to make an early Xmas miracle come true.
The story underscores Milka’s belief that there’s no need to wait for Christmas to share some special time with loved ones.
Jeunet said, “In order to make effective work I need to start with a good story – something that I like, that touches me, that makes me laugh. Something that I can add my own twist and style to in order to make it even better. And this was the case in creating The Time Machine. I have to say the story is perfectly tailored; a Christmas tale rich in atmosphere, a little boy with a gift for inventing things, a surreal machine, and emotion. Basically everything I am fond of. Collaborating with Milka and W+K Amsterdam has been a real pleasure, and I think it’s palpable through the film. It’s actually one of my favorite ads I’ve ever made.”
The film rolls out across Europe and in the lead up to Christmas will air in over 13 markets including Germany, France, Austria and Poland. Digital and social executions further accompany the film online in each market.
