Content and form for Ekwal: Turning the tables for NGO and taking aim at Galaxus

The Swiss donation market is highly competitive and requires unusual ideas in order to be heard by potential donors. The small non-profit organization ekwal, together with the Zurich advertising agency Inhalt und Form, has therefore come up with an advertising campaign based on the well-known Galaxus advertising campaign, which itself has been successfully targeting the advertising of other brands for years.

In the form of online ads and DOOH posters, the campaign calls on the Swiss consumer society to store for people who have fewer opportunities in life rather than for themselves. The two campaign subjects show everyday situations of people in Kwale, Kenya, where 40 percent of people live below the poverty line. As with the Galaxus template, the prices of everyday products that make people's lives better are shown. The headline was also inspired by the Galaxus advertisement. The original's "You have the life, we have the products" becomes "They have the life, you have the money", in line with ekwal's message.

No donations were made for the creation of the advertising campaign, as the advertising agency Inhalt und Form worked on a voluntary basis and the advertising space was provided free of charge.

When asked how Galaxus will react to the copy of their advertising, Oliver Saiger from ekwal says: "We are fans of the Galaxus advertising and think that Galaxus, as a big player, will not feel offended by our small advertising campaign."

Since mid-October, the campaign's subjects have been shown sporadically on various Swiss digital out-of-home sites, social media ads and online ads.

Responsible at ekwal: Oliver Saiger; Responsible for content and form: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), David Hugentobler (Creative Director), Jil Tölderer (Junior Digital Art Director), Nori Marthy (Graphic Designer), Dario Brazerol (Copywriter), Asha Dobler (Project Manager)