Here's to an "awesome future"
The future is the guiding theme of Myclimate communication. With their dominant disruptive element "Great future", the previous motifs suggest seemingly positive developments. Environmental topics such as Christmas bathing weather in Switzerland are advertised as well as consumer stories with bananas from Finland. Technical innovations that allow us to experience extinct animals such as polar bears on our smartphones also have their place. A closer look reveals the many question marks that reinforce the question of whether this is really a "cool vision of the future". "Our aim was to attract attention and trigger a thought process. We received a lot of encouragement for "Geile Zukunft". People know that we are committed to a future worth living with our offers," says René Estermann, Managing Director of Myclimate.
The two new TV commercials have a length of 15 seconds and transport the "Bananas from Finland" motif and the "Beach vacation in Alaska" offer to domestic screens. For this transfer, Myclimate and Maxomedia opted for a motion design implementation. Yellow bananas fly over a blue background and form constantly changing formations. The animations are accompanied by a narrator who advertises the fruit, only to emphasize its origin in Finland at the end. The second commercial follows the same logic: Objects inevitably associated with summer vacations, such as beach balls or deck chairs, dance through the image accompanied by the narrator, until a surprising denouement occurs here too."Let's do better today!"The imagery is deliberately in the style of early comics, as Reto Schild, Creative Director at Maxomedia, knows: "The motifs and colors are reminiscent of the 1960s. Technological leaps in nuclear power and motorized mobility were so great that people were almost euphoric. They believed in a future in which anything was possible and ignored negative effects such as nuclear waste and CO2-burden. We wanted to build on this positive attitude to life, but also on the short-sighted attitude - so that we can do better today."
