A hole is more than where there is nothing
Publicis asks: What would the world be like without Emmental cheese?
A hole is where something is not," wrote the writer Kurt Tucholsky in his essay "On the Sociological Psychology of Holes." Somewhat more profanely, he later also wrote a skit around the question: Where do the holes in cheese come from? The poet does not give a clear answer. It may be rumored that the holes in hard cheese occur when the cheese contracts during fermentation.
Either way. For Publicis, the nothingness in the hole is a grateful subject for advertising Emmentaler. The motto: Switzerland is not only famous for its holes, but above all for the Emmentaler around them. Publicis translated this insight into the TV concept "Swiss Holes". As a continuation of the previously award-winning campaign, the spots now feature new pack shots that refer to the new AOC seal of quality of Switzerland's most popular cheese.
To spread the message of the TV campaign even more widely, Martin Denecke and Peter Rettingshausen's team implemented additional communication measures. For example, when turning the pages of a newspaper, the reader encounters a street of advertisements featuring everyday objects that are missing their holes. A birdhouse without a hole, a flute without holes, a railroad tunnel without a hole ... Then comes the resolution in an ad with the headline: "What would the world be without holes?", accompanied, of course, by the pack shot of an Emmentaler.
A video banner was also realized. Here you can see a titmouse approaching its bird house. But, alas, the birdhouse has no hole. Here, too, is Emmentaler's solution: "What if ...".
And finally, the campaign idea is also played out on the golf course: Lettering with the claim and the Emmentaler logo was placed in the holes of the green. (pan)
Either way. For Publicis, the nothingness in the hole is a grateful subject for advertising Emmentaler. The motto: Switzerland is not only famous for its holes, but above all for the Emmentaler around them. Publicis translated this insight into the TV concept "Swiss Holes". As a continuation of the previously award-winning campaign, the spots now feature new pack shots that refer to the new AOC seal of quality of Switzerland's most popular cheese.
To spread the message of the TV campaign even more widely, Martin Denecke and Peter Rettingshausen's team implemented additional communication measures. For example, when turning the pages of a newspaper, the reader encounters a street of advertisements featuring everyday objects that are missing their holes. A birdhouse without a hole, a flute without holes, a railroad tunnel without a hole ... Then comes the resolution in an ad with the headline: "What would the world be without holes?", accompanied, of course, by the pack shot of an Emmentaler.
A video banner was also realized. Here you can see a titmouse approaching its bird house. But, alas, the birdhouse has no hole. Here, too, is Emmentaler's solution: "What if ...".
And finally, the campaign idea is also played out on the golf course: Lettering with the claim and the Emmentaler logo was placed in the holes of the green. (pan)
