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.”