Twenty percent 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. So 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.