Migros - inspired by the Duttis to this day
A new highlight for Migros’ anniversary campaign: The retailer is shining a spotlight on the Duttweilers, the couple who founded the company, and bringing their inspiring story to life.
It may be 100 years since Gottlieb and Adele Duttweiler founded Migros. But their vision, their values and their shared desire to improve people's lives are more relevant today than ever. As part of the third wave of its anniversary campaign, Migros is paying tribute to the founding couple with a moving film and a poster campaign featuring historical images.
Two people, one mission
The film uses impressive images to tell of the decisive moments in the Duttweilers' lives - of setbacks, progress and courageous decisions. Nothing has been reinvented: all the scenes reconstruct actual events from the Duttweilers' lives. And they clearly show that Gottlieb Duttweiler always worked closely with his wife Adele. She was far more than just an entrepreneur's wife: she was also a moral compass, advisor and partner on an equal footing. Together, the Duttweilers changed the whole of Switzerland - economically, culturally and socio-politically.
An ode to Switzerland
Conversely, Switzerland has also had a lasting impact on the Duttweilers and their company. The film - like the entire campaign - is therefore a tribute and homage to the country and its people. The film was shot at carefully selected locations that not only paint an authentic picture of the respective time, but also emphasize the emotional connection to the population. From the sales trolley in Zurich to the Federal Palace and the park in Grüene in Rüschlikon: each location tells a piece of the story that connects Migros with Switzerland.
Commitment and a thank you to our competitors
Nostalgia characterizes the third wave of the anniversary campaign. But it is much more than a simple look back. It is a commitment to the core values of the two founders. And a promise to continue on their path. With a sense of community, a sense of responsibility and the will to drive forward major changes.
The poster subjects in the "Merci" style bear witness to Duttweiler's legacy with historical images from the early days of Migros. In addition, some of the motifs focus on the competitors - also in the spirit of the founders. After all, it was not only the employees and customers who inspired Migros to become better. Coop and the discounters have also helped to ensure that the retailer does not rest on its laurels.
Responsible at Migros Supermarkt AG: Remy Müller, Frédéric Zürcher, Désirée Strassmann, Michèle Leibacher, Janine Zundel, Erasmo Palomba (Campaigning), Simone Blaser (Media). Responsible at the Wirz Group: Lorenz Clormann, Jannic Mascello, Yannick Schaller, Nico Schläpfer, Lana Zumbrunnen, Livio Dainese, Laura Schädler, Vanessa Lehmann-Spalleck, Giovanni Bucca, Yussef Serrat, Corinne Räber, Oliver Fäs, Jonathan Müller. Responsible for film production: Stories (film production); Jan-Eric Mack (director); Jan Mettler (director of photography); Su Erdt (production design); Monika Schmid (costume design); Stefan Winkler (make-up design); Postoffice Amsterdam (VFX). Responsible for audio: Jingle Jungle. Responsible for music: Sizzer Music. Responsible for making-of: Salient Media.
