The Nameplates Revival

"The Nameplates Revival" - Part of Milka's "Let's Neighbor Up" Long-Term Campaign.

BACKGROUND: 20% of Poles don’t know a single neighbor's name. Why? The answer was in the empty space on every door — where nameplates used to hang before the tradition quietly faded. Milka brought them back. Working with Jaroslaw Wojdak — a craftsman with 45 years of experience making the door plates that had once been standard in Polish homes — Milka produced 50,000 packages and placed them on apartment doors, exactly where old nameplates were, across seven cities. Each contained a custom nameplate and a Milka chocolate bar to share with the neighbor next door. The campaign reached 21 million people. 3.7 million limited-edition bars sold out in stores. The call to action needed no explanation. The ask was already on the door.

INSIGHT: In Poland, there once was a tradition of hanging nameplates on apartment doors. To help neighbors connect and develop relationships. Over the years, and with the construction of new housing developments, this tradition faded, contributing to widespread anonymity. Currently, 20% of Poles don't know a single neighbor's name. Instead of addressing each other by name, people resort to nicknames like "The Bald Guy" or "The Redhead."

IDEA: "The Nameplates Revival" sparked tenderness between neighbors and brought them together by reviving an old tradition. Pairing custom door nameplates – for sharing one's name – with a Milka chocolate bar to share with a neighbor as a reward.

EXECUTION: In collaboration with an engraver with 45 years of experience, who had previously crafted dozens of door nameplates, we designed new ones. We started with sending 50,000 of these in 7 Polish cities. The packages were placed on doors, precisely where traditional nameplates once hung. Each package contained a nameplate for sharing one's name, and a Milka chocolate bar for sharing a moment of tenderness with neighbors. This allowed people who previously didn't know their neighbors' names and used nicknames instead, to more easily break down anonymity and start getting to know the people who are so close - just behind the wall.

RESULTS: Poles didn't just notice Milka's packages; they actively engaged with them. They proudly displayed their names on doors and shared them across social media, organically amplifying the campaign's message. As a result, over 21 million Poles* were exposed to this simple idea, catalyzing widespread change in Polish neighborhoods, with hundreds of thousands of names now proudly displayed. The idea went far beyond activation and become a national debate about neighborly relations. It also had a positive impact on the Milka brand. A special 'neighborly' edition of Milka packs - identical to those distributed in our campaign - was subsequently released in stores. Over 3.7 million people* purchased these packs as a tangible first step toward neighboring up, completely selling out the entire stock. The campaign also significantly enhanced the brand's positive perception, solidifying Milka's position as the number one brand in Poland* for fostering neighborly relations and sparking tenderness.

*DATA SOURCE: Nielsen, Mondelēz, IQS Omnisurv