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Milka launches AR advent calander to help children count how many sleeps until Christmas

Milka has engaged Taxi Studio to come up with a creative solution, incorporating augmented reality (AR) technology, to answer children’s ever present question of the festive season – ‘How many sleeps until Christmas?’.

To underpin Milka’s ‘Dare to be Tender’ positioning Taxi has reimagined iconic festive images as numbers, taking children on a journey from 1 December up until the big day. Play Nicely handled the augmented reality side of things developing an associated app and games.

Stu Tallis, Taxi Studio design director, commented: “This was a great fun brief, made even more enjoyable by the client’s desire to engage with AR and us collaborating with the right teams to deliver a little extra magic to the category. Together we’ve created what we believe is the world’s first AR Christmas advent calendar.”

The app and calendar are set to launch simultaneously in Austria, France and Germany with digital content specialists Adjust Your Set leading the digital content strategy, narrative tone and illustrative style of the Christmas push. 

Featured by The Drum