Milka enables blind children to experience the thrill of Easter Egg hunt
‘Beeping Bunny’ provides sonic cues to the location of hidden eggs, allowing visually impaired children to join in the fun.
Visually impaired children are being offered the chance to participate in Easter Egg hunts by way of a ‘Beeping Bunny’, developed for Milka, the Mondelez International-owned confectionery brand.
Created by David Madrid in collaboration with Ogilvy Berlin, the audible rabbit provides sonic cues to the location of secreted chocolate eggs, enabling all children to participate in the fun.
David Krueger, group creative director at David Madrid, commented: “The Beeping Bunny shows us that there is always an opportunity to make any moment a little more tender. We’ve been fortunate enough to have incredible partners at Milka who truly believe this, and who always push to make it possible. Seeing the difference this made in the lives of children this Easter was a highlight for us both professionally and personally.”
To mark the occasion Milka filmed a group of visually impaired children interacting with the beeping bunny for the first time, utilizing the specific sound to geo-locate hidden treats through hearing alone.
The Easter Egg tradition has been embraced by rival Cadbury which is bringing the childhood game into the modern age with ‘Worldwide Hide’, offering tasty rewards to digital egg hunters.