Milka’s pay-off speaks very clear: “Dare to be tender”.
For the opening of the Milanese Liliac metro line, we took advantage of the colour shared by the brand and the new line and turned the most hateful and hustle-filled places in the city into a kingdom of tenderness, brought to you by Milka.
“Step into a world of tenderness” / “Take tenderness up to the surface”
“Step into a world of tenderness”
“Don’t run just to take the train.
Don’t run just to get to the exam.
Don’t run just because the show is starting.
Dare to run towards someone special.”
“Milka. Dare to be tender.
This is a good spot for hugging.
This is a good spot to say something nice.
This is a good spot for smiling.”
“Left
Stop reading this sign and talk to who’s next to you.
Long day? :(
Dare to wish it never ends once you’re home. :)
Right
Before getting on, smile to those who are getting off.
Aren’t you tired of waiting on your own?
Dare to look for a selfie mate.”
“The station is crowded?
At home, a tender crowd is waiting for you.
-
Have you lost the train?
Meanwhile, hear from someone special.
-
Don’t run just to get to work.
Run home for a tender evening.”
“Rough day at work?
The plan for the night is extra tender.”
“Greet who’s going up.
Smile to those in a hurry.
Follow the path to tenderness.
-
Greet who’s going down.
Smile to those in a hurry.
Bring tenderness up to the surface.”
Sign: “Follow the path to tenderness.”
Silhouette: “Took your pic here and share it.”
Balloon 1: “Today, I’ll be home early.”
Balloon 2: “I’m almost there.”
Balloon 3: “We’re apart, but I always think about you.”
Balloon 4: “Today has been rough, I need some tenderness.”
Left
‘Snacking together is even more tender.’
Right
‘Plans with friends? Snacking together is even more tender.’
Left
”Snack time? Get soften by some crunchiness.”
Right
”The snack that sweetens even the hardest days.”
“Take tenderness up to the surface”