Milka wished to reimagine their advent calendar packaging in order to tackle the universal insight that children always ask… “How many sleeps until Christmas?” Taxi Studio was briefed to deliver a creative solution, incorporating AR technology, to answer this ever-present question.
Taxi devised a solution that underpins Milka’s ‘Dare to be Tender’ positioning, opting for a visually delightful design consisting of a series of iconic festive images reimagined as numbers that take children on a journey from the 1st December to the big day.
Augmented reality experts Play Nicely developed the associated app, games and AR with digital content specialists Adjust Your Set leading the digital content strategy, overarching narrative tone and illustrative style.
Both App and Calendar launches simultaneously in Austria, France and Germany via Apple’s App Store and various retail outlets respectively.
Taxi Studio design director, Stu Tallis said: “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.”
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial