Here's an incredibly heartwarming story in WK Amsterdam's first work for Milka in the Chinese market. In it we see a little girl running to meet her father at the lost and found in the train station, only to see the conductor come over and threaten to close him down. Why? Because no one is losing anything so the lost and found is a waste of space. So the girl hatches a plan and asks to take things from all over the village, leaving it all on one train cart in the middle of the night.
So the father must haul everything to his lost and found. And when the little girl arrives, her father gives her backpack back and they share some Milka. The conductor has witnessed the scene and oh so casually "loses," his hat on the bench, so the goodness must continue and the father keeps his job.
Such great storytelling here from one of those magical and innocent campaigns that it is very hard for even a jaded cynic like me to not love.

MILKA Phillip Chapman VP Marketing Communication and Brand Equity, Global Chocolate Category Karine Chik Global Milka Equity Director Philipp Wallisch Senior Manager Brand Equity Global Chocolate Ben Wicks Director Chocolate Marketing APAC Anya Makarenkova Marketing Director, China Chocolate Category Daniel Liu Category Manger, Milka China WIEDEN+KENNEDY AMSTERDAM Executive Creative Directors Mark Bernath, Eric Quennoy Creative Directors Szymon Rose, Daniel Schaefer Art Director Henrik Edelbring Copywriter Toby Moore Head of Broadcast Production Joe Togneri Broadcast Producer Heidi Baltzer, Helen Hendry Planner Martin Weigel, Nusara Chinnaphasaen Group Account Director Clare Pickens Account Director Will Oakes, Eleanor Thodey Account Manager Elianne Vermeulen Account Executive Kristina Jorgensen Art Buyer Maud Klarenbeek Studio Artist Steele Bonus Project Manager Katie Finn Business Affairs Michael Graves FILM PRODUCTION PRODUCTION COMPANY STINK Director Nacho Gayan Director of Photography Andre Chemetoff Producer Toni Moreno Executive Producer Jon Chads EDITING COMPANY WHITEHOUSE, LONDON Editor Russell Icke Assistant Editor Gregory Hayes AUDIO POST WAVE LONDON Sound Designer/Mixer Aaron Reynolds MUSIC Artist / Title Valentin Hadjadj Music Company © 22D Music - Studiocanal - Je suis bien content (p) JSBC Producer Emmanuel Deletang Score Producer Jean Pierre Arquié POST PRODUCTION MPC LONDON Flame Dan Lorenzini (lead) Nuke Andreas Feix, Andrew Roberts, Rod Norman 3D Mike Diprose, Ross McCabe Matte Painting Neil Miller, Gerard Dunleavy Telecine Jean–Clement Soret Producer Sophie Hogg / Lydia Evitt
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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