Milka, one of the world's leading chocolate brands, is all about tenderness.

This year, we wanted to bring this tenderness to one of the most relevant moments for the brand: Easter.

We noticed that, although the Easter egg hunt is one of the most enjoyable moments for millions of children, there are some who can't enjoy it - visually impaired children.

That’s why we decided to do something and turn this Easter into an even more tender one.

Along with The French National Blind Federation, and other experts and associations like ONCE (National Organization of Spanish blind people) and Google, we created The Beeping Bunny.

A device specially designed for visually impaired kids to enjoy the Easter egg hunt.

The gadget has a distinguishable sound with a frequency that helps kids find the chocolate.

Milka's primary target group is the family. This time, to make Easter even more tender, we decided to help families with visually impaired children.

We worked with different organisations and experts to help us work from the perspective of our main target group. Both the children and the parents.

Then, the campaign evolved and we decided to target other NGOs and brands that also wanted to help the cause.

In short, our campaign and strategy called for empathy. To make people understand the other realities that exist at Easter and help so that more children could enjoy the fun of the Easter Egg Hunt and this joyous experience could be an inclusive one.

We started the experience with a group of children in France. Then we replicated the action in other markets in Europe.

The reception was so positive that people from other countries started to ask for it to be reproduced there, so we decided to make it open source for them but also for other NGOs and even brands that wanted to join us.

The download kit of the device was downloaded from more than 10 countries, reaching countries from Brazil to the UK.

The launch video had more than 10 million views.

We reached more than 20 million people.

The download kit of the device was downloaded from more than 10 countries.

Specialised media echoed and showed interest in our Beeping Bunny.

We had an incredible positive sentiment.

Loads and loads of kids enjoyed their first Easter egg hunt.