MILKA GENERATION UNGAP

Creative idea

Our aim was to reconnect generations through sweet treat sharing and smart conversation starters because we realized that people want to bond, but they don’t know how to begin. Thus, we created a digital tool for translating cultural terms for the four generations in five domains: everyday idioms, technology, personal style, lifestyle, and entertainment. The objective was to offer them true conversation points. Using this digital tool, people could choose which generation they wanted to bond with and learn cultural terms. It was the core of a multi-touchpoint campaign using each generation’s preferred channel as an opportunity to bond people.

Brand name: Milka
Advertiser / client: MONDELEZ EUROPE SERVICES GMBH OPFIKON SUCURSALA ROMANIA
Product / service: Food & Beverages / Confectionery / Sweets
Campaign name: MILKA GENERATION UNGAP
Agency network: Dentsu International
Agency: Dentsu Creative Romania - Bucharest
Media agency: Spark Foundry
Digital agency: Dentsu Creative Romania
Web address: https://www.castigatandrete.ro/translator-tandrete
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Agency chief executive officer: Radoslav Nedelchev
Chief creative officer: Marius Tianu
Creative director: Ana Ciobotaru, Delia Mija
Art director: Delia Mija, Demir Pienaru, Adelina Gavrilă
Copywriter: Ana Ciobotaru, Dan Talpalariu
Designer: Demir Pienaru
Account director (agency): Carmen Simion
Client account director: Alina Axinte
Media director: Simona Ștefănescu
Strategic planner / strategist: Mircea Gheorghe
Film production: Film Factor
Director: Andrei Pietroșel