"Good political communication refrains from mood-mongering".
The explanatory video on the abolition of the emissions levy, which Festland created with the Swiss Bankers Association SwissBanking, is an unusual detour into the political arena for the agency. Marco Casile and Othmar Geser talk about the how and why in an interview.
m&k Werbewoche.ch: As a rule, Mainland does not do political communication. Why this exception?
Maro Casile: There are two reasons for this. SwissBanking is a client of ours, and we found the opportunity exciting to expand on the concept we created together for explanatory videos. But the decisive factor was that we came to the conclusion in the briefing that it's about a positive, non-polarizing form of political communication. Regardless of how each of us feels about the template.
How did the idea for the explainer video come about?
Casile: To illustrate such a complex topic, a simple frame story is needed. The idea of comparing stamp duty with a ballast bag in aviation proved to be the best solution. The analogy is apt in terms of content and visually inspiring.
Othmar Geser: This was also evident when creating the mood board, where quite a few creative options for images and scenes emerged. Once again, the art of clarity consisted in omission.
Festland has already created many explainer videos. What is special about this production?
Geser: In a particularly vivid film style. Together with the specialists from I/O FX, the key scenes were developed in 3D design, thus adding a dimension to the existing concept - literally. The explanatory facts, on the other hand, are designed as graphic info animations, such as those familiar from SRF explanatory films.
What does it take to turn a good idea into a good explainer video?
Geser: It starts with the story idea, but it's also about finding the right balance between frame story and explanation part in the script. One of the most important things for me is attention to detail, at every stage of creation and at all levels of production: text, image, animation, sound, right down to the short clips for social media. For us, it's a well-rehearsed process, with clear milestones for client feedback and approval.
What characterizes good political communication?
Casile: That it refrains from mood-mongering and conveys arguments openly, with facts that are concrete and verifiable. We also believe that a wink of the eye is more effective than a raised admonishing finger. The result is communication that is, of course, biased, but faces up to the criticism of the other side, and thus contributes to the democratic formation of opinion.
Will you encounter Mainland more often in politics now?
Casile: We look at that on a case-by-case basis. What happens in our Manifestland is particularly true here, however: We'd rather say "No" than "Yes, but."
