If you cannot say it, sing it
Ogilvy, one of the leading advertising agencies in the world, has been creating impact for brands through iconic, culture-shaping, value-driven ideas for over 75 years. Milka, one of the most loved and easily recognisable chocolate brands, hired Ogilvy to create a campaign focused on the fact that 48% of Gen Z feel uncomfortable expressing their feelings.
To help share their feelings, Ogilvy and Milka took inspiration from an old Dutch proverb, “If you can’t say it, sing it.” That’s why they partnered with Snelle, one of Gen Z’s favorite Dutch rappers, to create the campaign “Let Snelle Sing It for You.” Within minutes, anyone can make a custom song using his voice, appearance, and unique writing style. All they have to do is buy a Milka bar, scan the code, and write down their emotions.
The campaign used three AI engines. OpenAI creates lyrics in Snelle’s signature style, Uberduck clones his voice, and HeyGen produces lifelike videos with flawless lip synchronisation. Together, they create an experience that is engaging, personal, and moving.
