ESE Agency & Migros produce viral song "Grittibänz im Benzzz"
The Zurich-based agency ESE Agency and Migros have sparked a real buzz on TikTok with a crazy video aimed at Gen Z and Gen Alpha. The clip, featuring a menacing Grittibänz, racked up over 1.7 million views in less than a week. Now the song is here.
If you understand young people, you can go viral. This is proven by the current social media hype surrounding the Swiss cult snack "Grittibänz". Based on the very popular AI Brainrot content, mixed with rap know-how and an understanding of iconic Swiss snacks, a lump of dough has been doing the rounds on Benz since last week.
The courage to experiment succeeds
The idea for the content piece was the result of a collaboration between Migros' social media team and ESE Agency, which supports the retailer in areas such as social media, campaigning and employer branding. Creative Director of ESE Agency, Elia Binelli, says: "AI was the tool. But it went viral because of the idea, timing and courage." Migros used the stunt to experiment with new technologies: "With this video, we wanted to try out what technology can do - and it turns out that it can already do a lot," Prisca Huguenin-dit-Lenoir, Head of the Migros Media Office, is quoted as saying by 20 Minuten.
Now comes the whole song
After almost 100,000 likes and just as many shares, over 2,000 comments, media reports and numerous user-generated TikToks and remixes, the full version of the track was released today - in collaboration with a producer and a rapper. Elia Binelli says: "The use of AI is a balance - between ethics and zeitgeist."
You can listen to the whole song on Spotify and Apple Music.
Responsible at Migros-Genossenschafts-Bund: Thomas Blumer, Sharuch Shabbir. Responsible agency / concept agency: Elia Binelli, Geena Gugolz. Production agency: Ian Weber, Florin Grunder, Tamila Ineichen
