Boombox in the center: Pas Mal for Migros Festival sponsoring

Migros sponsors over a dozen festivals in Switzerland every year, making it impossible to imagine the local festival summer without it. This commitment should be publicized and communicated by means of a unifying element. The challenge here was that the festivals all have extremely different orientations and identities - from their musical focus to their offerings and target groups. The campaign should therefore not only take this diversity into account, but also reflect it and celebrate it as a whole.

The Migros Boombox as the central campaign theme

In order to publicize the sponsorship, Pas Mal (formerly Be Loud GmbH) conceived and produced a film with the Migros Boombox at its center. This literally pulls the two protagonists of the film into Migros' festival world and spits them out again completely flashed after a wild journey through it. The film was used on Migros' own channels, as well as on location at the festivals and published on their social channels. The Boombox also featured throughout Migros' festival-related communication: it was used as a motif on carrier bags and in various advertisements, and was also used at the festivals themselves.

A key element of the campaign was the ability to adapt the asset to the different festivals. Through individualized subjects, details and end screens, each festival was able to maintain its own visual identity and still feel clearly part of the Migros world. This made it clear to visitors that this campaign was made for them and not simply about them.

The animated boombox was realized in close collaboration with Vaudeville Studios, who brought the boombox to life and were responsible for the animation and graphic design.

Individual customization with high recognition value

Jonas Bayona, Creative Director and owner of Pas Mal: "The campaign was a lot of fun from the initial idea to the final rendering. It was important to us that we didn't create a generic sponsorship thing that could have run anywhere from the train station to the swimming pool, but still had such broad appeal that every festival crowd could find themselves in it. No ingratiation, but fun as a common motivation."

The key visual and the film are to remain in use for the next few years and remain the visual flagship of the festival sponsorship. Philipp Kuonen, Head of Festival Sponsoring: "We are delighted with the Boombox-M. It gives us a versatile element with a high recognition value that fits in perfectly with Migros. I am convinced that it will also be seen in many different ways in the coming years.
becomes."

Responsible at Pas Mal: Jonas Bayona (Creative Direction & Director), Valérie Gantenbein (Account Direction), Nicole Michel (Assistant Director), Noah Nüssli (Camera Assistant), Julia Suter (Project Management); Responsible for  Not Found: Lars Näpflin (DoP); Vaudeville Studios: Martin Brunner (compositing), Roger Zürcher (project management 3D realization), Markus Graf (3D modeling, shading and animation), Ivan Lüthi (3D animation); Get Some Popcorn: Désirée Wismer (production), Johan Lindqvist (head lighting technician), Vanessa Blättler (lighting assistant), Constantin Popp (lighting assistant), Christian Olivier (hair & make-up), Alyssa Colling (cast), Florin Simmen (cast), Lilian Caprez (cast). Responsible at Migros: Philipp Kuonen (Festival Project Manager), Désirée Strassmann (Head of Campaigning).