Fashionably correct
Numéro 10 is launching its first brand campaign focused on fair trade for customers switching to the brand.
The concept is convincing: playful and plain-colored garments that are characterized by a simple cut, excellent fabric quality, fair prices and regularly new models as well as original colors. Switcher was founded in 1981 by a student at the University of Lausanne. At the time, Robin Cornelius saw a need for wide and comfortable single-colored polo shirts without lettering. These were intended to compete with the popular rugby-style sweatshirts with the dominant logos of American universities. Since then, Switcher has developed into a cult brand. There are more than 400 fashion outlets in Switzerland alone. Until now, however, the company has done little more than advertise at the POS. Now Numéro 10 from Bremgarten in Bern is launching its first image campaign. Gilles Aeby's agency won the contract in a pitch. The strategy of the first brand campaign does not want to work with "nice fashion fiddles", but for the first time to explain across the board who Switcher actually is.
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Switcher has been working with the Indian supplier Prem Group since 1987 and has been committed to fair treatment of producers in the Third World ever since. Switcher was the first Swiss textile company to become a member of the FairWear Foundation in 2007. This foundation is committed to improving working conditions in the clothing industry. Switcher was already the first textile producer in Europe to launch an organic and Max Havelaar Fair Trade-certified collection in 2005. The producers receive a fixed price for the cotton, which is not subject to market fluctuations. In order to minimize the impact on the environment, the CO2 emissions of all products bearing the corresponding label have been neutralized and offset by the organization www.myclimate.org. For fabrics that are dyed in India, Switcher has had state-of-the-art desalination plants built to purify the dye water. Switcher also has a foundation that primarily supports children and education in production countries such as India.
Numéro 10 works with Kinetic Typography to advertise with such socio-political arguments. This trendy film style is well established among the target group of lohas and urban city dwellers. Kinetic typography is the art of transforming spoken monologues and dialogs into moving typography. With the help of simple modifications to the font, the letters and words are given an extraordinary dynamic.
Scientific studies have shown that kinetic typography can have a stronger influence on the reader. The films, which now use arguments to promote fair production, only show the Switcher products in a final pack shot. This is followed by the slogan "made with respect". More details about the products and Switcher's commitment can be found in a magalog, which was also designed by Numéro 10.
Andreas Panzeri
> Spot
Switcher has been working with the Indian supplier Prem Group since 1987 and has been committed to fair treatment of producers in the Third World ever since. Switcher was the first Swiss textile company to become a member of the FairWear Foundation in 2007. This foundation is committed to improving working conditions in the clothing industry. Switcher was already the first textile producer in Europe to launch an organic and Max Havelaar Fair Trade-certified collection in 2005. The producers receive a fixed price for the cotton, which is not subject to market fluctuations. In order to minimize the impact on the environment, the CO2 emissions of all products bearing the corresponding label have been neutralized and offset by the organization www.myclimate.org. For fabrics that are dyed in India, Switcher has had state-of-the-art desalination plants built to purify the dye water. Switcher also has a foundation that primarily supports children and education in production countries such as India.
Numéro 10 works with Kinetic Typography to advertise with such socio-political arguments. This trendy film style is well established among the target group of lohas and urban city dwellers. Kinetic typography is the art of transforming spoken monologues and dialogs into moving typography. With the help of simple modifications to the font, the letters and words are given an extraordinary dynamic.
Scientific studies have shown that kinetic typography can have a stronger influence on the reader. The films, which now use arguments to promote fair production, only show the Switcher products in a final pack shot. This is followed by the slogan "made with respect". More details about the products and Switcher's commitment can be found in a magalog, which was also designed by Numéro 10.
Andreas Panzeri
