Politically colored
Mode Spillmann, Felser, Leo Burnett has Swiss municipal council members pose in clothes from Migros.
Fashion Spillmann, Felser, Leo Burnett lets Swiss local councillors pose for dresses from Migros.Kate Moss and Heidi Klum watch out: Now comes competition from Switzerland. And not from spindly young girls, but from political heavyweights. For the first time in Switzerland, Spillmann, Felser, Leo Burnett has sent 13 local councillors onto the catwalk and photographed them in a fashion campaign for Migros. For a year now, the major retailer has had its fashion presented by models who are not models: More than 100 Swiss men and women have already appeared as amateur klums for Migros.
With this campaign, the wholesaler deliberately wants to set a counterpoint to the styled and, for many people, untrustworthy fashion advertising of others. "We want to show that not only models look good in our clothes, but also ordinary people," says Claudia Haueter, head of advertising at Migros.
Why is Migros now showing Swiss local councillors? Mathias Babst, Art Director at Spillmann, Felser, Leo Burnett: "Local councils are likeable representatives of the Swiss - totally down-to-earth and sensible - just like Migros."
The political models were photographed by photographer Nathan Beck, who drove around Switzerland for days with a small crew, dressing and photographing the local councils. The campaign appears as a supplement and advertisement in newspapers and magazines and in Migros itself at the point of sale.
List M for the fashionable municipal councilAnna Engeler, Olten
Jonas Hertner, Olten
Andy Gafner, Oberwil i. S.
Marco G. Walser, Freienbach
Esther Britschgi, Cham
Bernadette Kern, Möhlin
Manuel Schweizer, Bäriswil
Astrid Mucha, Wolfhalden
Giovanna Delmenico, Novaggio
Luzia Hofmann, Jona
Marianne Streiff, Köniz
Yvonne Feri, Wettingen
Daniel Wyss, Arlesheim
Andreas Panzeri
With this campaign, the wholesaler deliberately wants to set a counterpoint to the styled and, for many people, untrustworthy fashion advertising of others. "We want to show that not only models look good in our clothes, but also ordinary people," says Claudia Haueter, head of advertising at Migros.
Why is Migros now showing Swiss local councillors? Mathias Babst, Art Director at Spillmann, Felser, Leo Burnett: "Local councils are likeable representatives of the Swiss - totally down-to-earth and sensible - just like Migros."
The political models were photographed by photographer Nathan Beck, who drove around Switzerland for days with a small crew, dressing and photographing the local councils. The campaign appears as a supplement and advertisement in newspapers and magazines and in Migros itself at the point of sale.
List M for the fashionable municipal councilAnna Engeler, Olten
Jonas Hertner, Olten
Andy Gafner, Oberwil i. S.
Marco G. Walser, Freienbach
Esther Britschgi, Cham
Bernadette Kern, Möhlin
Manuel Schweizer, Bäriswil
Astrid Mucha, Wolfhalden
Giovanna Delmenico, Novaggio
Luzia Hofmann, Jona
Marianne Streiff, Köniz
Yvonne Feri, Wettingen
Daniel Wyss, Arlesheim
Andreas Panzeri
