unmmmute yourself
(social media campaign, 2024)
Many people love to sing, but very few dare to do it in front of others.
Humming, on the other hand, comes naturally. No stage fright, no pressure … just a small sound of enjoyment.
That’s exactly where Milka MMMAX comes in. The chocolate is so full of flavor that even the shyest person can’t help but let out an MMM.
With “Unmmmute Yourself,” Milka turned this spontaneous reaction into a social media moment. The campaign invited people to step out of their comfort zones and share their most satisfying MMM.
In collaboration with the German artist Emilio, we released a remake of his song Daydream and encouraged the TikTok community to join in. Fans were invited to sing along by using the duet function of the app.
The result: a playful, music-driven campaign that transformed Milka MMMAX’s irresistible taste into a participatory social trend where every huMMM, sing-along, and shared moment celebrated that unmistakable MMM of indulgence.
AGENTUR: OGILVY BERLIN
CREATIVE DIRECTOR: FELIPE GALIANO, MATT LONGSTAFF
ART DIRECTOR: ANASTASIIA CHERNIAVSKA
COPYWRITER: ANNALENA JOHANNHÖRSTER, MICHELLE KRAHNENFELD