Ogilvy, Hogarth, and Wavemaker: Milka’s Let Snelle Sing It For You

Milka is all about tenderness. However, 48% of Gen Z are uncomfortable sharing their feelings. Inspired by the proverb "If you can't say it, sing it," Milka and Ogilvy utilized AI to let people create a unique, personalised song by renowned Dutch singer-songwriter and rapper Snelle.

The campaign utilizes three AI engines — OpenAI powers the lyrics in Snelle's style, Uberduck is responsible for voice cloning, and HeyGen produces a lifelike video with flawless lip synchronisation.

This campaign aims to increase Milka’s visibility, enhance customer engagement, and convey the mission of ‘spreading tenderness’ for the chocolate brand.

Now, everyone across the Netherlands can transform a personal message into a tender rap within seconds. Together, Milka, with the help of Snelle, crafted an experience that is engaging, personal, and touching.