Explicity Tenderness

Milka x Nimo

A case showing tenderness can happen even in the toughest places

Milka teamed up with Nimo, a rapper with a criminal past. Together, they created a rap song and a music video about empathy, called 'ZART,' which means ‘tender’ in German.

With these lines Milka hits a nerves in Germany

FOCUS

Product goals
and objectives

Explicit Tenderness is a compelling creative collaboration between chocolate brand Milka and German rapper Nimo, conceived by Ogilvy Germany. The centerpiece of this campaign is “ZART”, a rap track and music video—its title translating to “tender” in German—a powerful reminder that even the toughest personas can embrace empathy. Flying Eye Studio createa a video case to tell this impactfull story.

Credits

Agency: Ogilvy Germany

Chief Creative Officer: Dr. Stephan Vogel

Chief Creative Officer: Dora Osinde

Global Executive Creative Director: Daniel Fisher

Executive Creative Director: Felipe Galiano, Matt Longstaff

Senior Copywriter: Rafael Quintal

Senior Art Director: Cheryl Lee

Senior Designer: Laurence Blake

Client Service Director: Melina Boelen

Hogarth Post Production Executive Producer: Meike Sinemus

Video Editor: Dominik Bull

Production Company: Flying Eye Studio

Director: Marcello Amora

Music: DaHouse

Music Supervisor: Wonder Bettin, Lucas Mayer, Silvio Erne

SFX Wonder: Bettin

Awards

2022 ADC Germany • Silver • Music

2022 ADC Germany • Bronze • Live Action Film

2022 ADC Germany • Bronze • Brand PR

2022 ADC Germany • Shortlist • Brand PR

2022 ADC Germany • Shortlist • Brand Advertising

2022 Effies Germany • Bronze • Influencer Marketing

2022 German Digital Awards • Silver • Branded Content

2022 Spotlight Awards • Bronze • Digital Campaign

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Explicity Tenderness

Foll

w

Us

Have
an idea

Explicity Tenderness

Foll

w

Us

Have an idea

Have
an idea