Atoll and Hilti: "Supergut" to promote biodiversity

As a charitable foundation, the Hilti Family Foundation Liechtenstein (HFFL) has defined the focus of its activities for the coming years: the promotion of biodiversity. In the search for a long-term communications partner, the choice fell on the Zurich agency Atoll. "Atoll put together an overall package that convinced us all around, both strategically and creatively," says HFFL Managing Director Michelle Kranz, explaining the decision. Atoll developed the central idea and conceived and designed all content for all communication disciplines: Branding, advertising, content, web and UX design.

This week, the first results of the collaboration will be presented to the public. The newly developed label "Supergut" awaits with a Web portal and several social media channels, as well as with a launch campaign consisting of print and poster campaigns, display and video ads, TV and radio spots. The communication measures are primarily seen in Liechtenstein and the surrounding area.

The static formats make an impact with striking headlines in various color combinations, while the moving image formats show authentic ambassadors in matters of biodiversity. The ten Liechtenstein actors and actresses each had two storylines written all over them and were staged as a film at numerous original locations.

The "Supergut" brand created by Atoll focuses strongly on the so-called ecosystem services and presents many of them individually and explicitly. Partly by analogy with supermarkets, which can also be regarded as a kind of basic provider with a diverse range of products. People do not help themselves there for free, but quite naturally provide a service in return, without which a secure supply cannot function in the long term. Summarized as a brand claim: "Biodiversity provides for us. Let's provide for them."

"To date, attempts to raise awareness on the topic of biodiversity have often focused on the intrinsic value of nature, embodied by threatened, charismatic animals," explains Atoll partner Axel Eckstein. "In our eyes, however, mainstreaming does not succeed without a focus on the benefits for people. This convinces even the skeptics who were previously unaware of the connection between their lives and that of a frog."

Accordingly, the colorful brand, both in form and content, aims to activate through joy rather than alarm. "We were looking for a short, positive name. And you can't get any shorter and more positive than 'supergut'," says Alexander Kranz-Mars, also a partner at Atoll.

Last but not least, the brand platform wants to create new synergies between the many active people who have been working for more biodiversity in Liechtenstein for a long time. A number of renowned experts have been recruited for an advisory board that provides professional support for the initiative.

"A challenge like improving biodiversity is something we can only all tackle together. Nothing less is planned for next year. Among other things, there will be an exhibition that Atoll is leading the development of," concludes Fritz Hanselmann of HFFL.

Responsible at Hilti Family Foundation Liechtenstein: Michelle Kranz (management), Fritz Hanselmann (communications management), Nicole Thoeny, Peter Beck (project management). Responsible at Atoll: Axel Eckstein, Alexander Kranz-Mars; content production: Atoll and Constantin Camesasca, Jasmine Blötzer, Nemi Wildbolz, Markus Stähli, Susanne Quaderer. Film production: Shining Film, directed by Hannah Dobbertin. Audio production: NJP Studios.