The sign of tenderness

Creative idea

Russia is one of the most automobileised countries (#4) and one of the top countries with the most aggressive drivers (#10) – there is not much empathy on the road. Milka decided to change this situation. In Russia, a short signal with hazard lights is a way to thank other drivers for being polite. We asked people to send us dashcam records of them being thanked on the road via the Milka community's direct messages. So, we allowed any driver who was tender to others to convert the thanks of them into a discount on the most tender chocolate.

Brand name: Milka
Advertiser / client: Mondelez Rus
Product / service: Chocolate products range
Campaign name: The sign of tenderness
Agency network: VML
Agency: VMLY&R Moscow
Executive creative director: Alexey Meshkov
Art director: Alexey Titinkov
Copywriter: Evgeny Podergin
Designer: Alexey Efimov
Agency producer: Olga Mogilyuk, Anastasia Saidiganova
Additional company: Alexander Lyuchev – SMM director Said Edilkhanov– digital-manager Ekaterina Petrova – account manager Anna Khrekova – client services director