Ruf Lanz and Stories for Hiltl: Retired animals instead of reindeer during Advent
Ruf Lanz and Stories are launching a lovingly crafted promotional film for vegetarian pioneer Hiltl. The good news: When you enjoy vegetarian meals from Hiltl, you’re helping animals live long lives. The film was created using AI technology and features elderly animals enjoying their retirement.
Hiltl is officially the oldest vegetarian restaurant in the world with its own entry in the Guinness Book of Records. Its roots go back to 1898, and for 20 years Ruf Lanz has been helping to keep the Hiltl brand on everyone's lips with crisp campaigns.
The latest work is a co-production by Ruf Lanz and the Swiss film production company Stories, who are launching their newly created AI film department Stories Studios with this elaborately staged film. A joint pioneering project for the veggie pioneer.
Aged animals in love bliss
The good news: eating vegetarian at Hiltl gives animals a long life. The film celebrates this by showing elderly animals enjoying their retirement to the full: From frogs exercising their thighs at Aquafit, to pigs on the golf course, to a rooster in late-life bliss.
AI as a cinematic tool
For Tobias Fueter, director and co-owner of Stories, this is a prime example of the use of AI: "Ruf Lanz's concept was a cinematic treat for us. AI is no substitute for human ideas and intuition, but it is a wonderful tool for implementation. In this case, it makes sense in several ways: firstly, because the film could not have been financed in the conventional way, secondly, because it is a charming dramatization that is obvious to the audience - and thirdly, because no animal had to be harmed, which is entirely in keeping with the Hiltl mission statement."
Markus Ruf, Creative Director and co-owner of Ruf Lanz, adds: "The carefully curated, conceptually based use of AI significantly expands the cinematic possibilities, which also allows smaller clients to make great films. Provided, like Hiltl, they have the necessary openness."
The Hiltl film will be shown regularly after its launch in 2026, including on the big screen in Zurich cinemas. On international platforms in English, in Switzerland with German resolution.
Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing), Rolf Hiltl (overall responsibility) Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction) Responsible at Stories: Tobias Fueter (Director), Yves Bollag (Executive Producer), Michèle Seligmann (Producer), Stories Studios (AI Production), Adrian Frutiger (Music Arrangement & Production), Carol Maag (Licensing) Song original: "Only You", Words & Music by Buck Ram & Ande Rand / © Wildwood Music Inc. - Courtesy of Robert Mellin Musikverlag GmbH & Co. KG.
