Milka Reminds Us of the Magical Moments Spent with Loved Ones in 'Brothers'

Milka reminds us that moments taste better together in a new Europe-wide Milka Biscuits integrated campaign from Wieden+Kennedy Amsterdam.

These days our lives are filled with technology, and whilst that can sometimes be great, it is easy to forget to switch off your devices and spend quality time together. As a simple reminder to do just that, Milka Biscuits created a new campaign to highlight that the best moments in life, the most magical, are the ones we spend with the people we love. 

The 90-second film at the heart of the campaign - ‘Brothers’ - follows the coming of age story of two brothers and their unbreakable bond told through the eyes of the younger one, Max. As he witnesses his older brother grow into adolescence and lose interest in their once revered activities, Max decides to rekindle their bond with a little magic and some Milka Biscuits. The film narrative aims to relay a tender message in an understated way, encouraging viewers to go back to basics by setting devices aside and connecting with loved ones.

Mondelez ebase and equity manager of Milka Biscuits, Cynthia Riblet says: "This campaign shows us how the best moments are those shared with loved ones and how Milka can trigger these moments of connection."

To further encourage families to spend more time together, the campaign also includes ‘The Little Book of Big Activities’: a booklet filled with fun, non-digital ideas – like how to build a 5-star blanket fort - which customers can pick up when purchasing Milka Biscuits in-store. Additionally, animated online and social ‘How Togetherness’ tutorials feature the beloved Milka Biscuit Jars characters encouraging families to make the most of those precious tender moments.

W+K Amsterdam creative director, Edouard Olhagaray, says: “This campaign is an invitation to consider the moments that matter most in our lives and to make sure that we actually make time for these moments to happen. Coming together is not as natural as it once was and we have to actively seek these moments of connections by pausing our digital lives; there's a richer life beyond the screen.”

Following on from the launch of the ‘Biscuit Run’ board game in 2018, this new Milka Biscuits campaign also aims to champion more moments of human connection and to bring families together, and is rolling out now in 14 European countries, including France and Germany.