description: Milka comes from Alpine world - too distant for Poles and is perceived as rather childish brand. To bring Milka closer to Polish adults, we launched CSR action 1CMilka. Together for the Tatras 1D. Tatra mountains are similar to Alps but are closer to hearts of all Poles. Milka gave 1 million PLN to protect the Tatras and let Poles decide how to spend it.

category: Film / TV / Cinema

market category: Food

client: Kraft Foods

brand/product: Milka

creative director: n/a

copywriter: n/a

pro bono campaign: No