Milka campaign celebrates the unsung heroes of Christmas

Milka's 2019 Christmas campaign encourages viewers to give back to those people who work tirelessly behind the scenes to make the festive season so special.

The 60-second film at the heart of the campaign - The Unsung Hero, is set in an Alpine school during Christmastime. While rehearsing for the Christmas performance, an inquisitive choir girl notices that the school’s custodian is working hard to make the stage look extra special in time for the show. She also notices that the custodian is deaf, and decides to surprise him on the big night by performing her solo in sign language so that he, too, can appreciate the heartfelt words of the song.

Milka and Wieden+Kennedy Amsterdam partnered with the European Union of the Deaf to create the campaign, who acted as consultants during the creative and production process.

To ensure the music in the film was accessible to the Deaf community, a musical interpretation of the soundtrack using International Sign language was also produced.