Thjnk Zurich takes the Migros place name signs to the next level

Migros« regionality campaign is entering the next round. After turning place names such as »Au« and »Muhen" into brand messages last year, Thjnk Zurich is continuing the successful concept. The campaign playfully refers to the regional diversity of Migros' product range by combining place names with matching products.

For the second flight, over 25 new subjects were developed in all national languages - including Romansh. Real place name signs such as «Tartar», «Martigny» and «Signôra» were photographed and linked to corresponding products from the Migros range.

Inspired by the population

The first flight of the campaign encouraged people to get involved. Shortly after the launch, the population and Swiss tourism associations created their own subjects and shared them on social media. For the current flight, selected suggestions from tourism associations were taken up and implemented as real subjects.

All new and a selection of the most popular subjects from the first flight will be shown as out-of-home and online advertising media. The existing campaign film will continue to be used on TV and online.

Responsible at Migros: Rémy Müller (Head of Marketing & Communication), Frédéric Zürcher (Head of Campaigning & Sponsoring), Désirée Strassmann (Head of Campaigning), Bojana Taraba, Siegrun Krayer (Project Management Campaigning), Erasmo Palomba (Agency Producer), Simone Blaser (Head of Media), Christian Küng (Migros Photo Studio) Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Lukas Amgwerd, Lukas Frischknecht (Creative Direction), Johannes Gorsboth (Text), Alba Dita Rau, Fabian Esslinger (Art Direction), Xenia Marty (Graphic Design), Andrea Bison (GF Consulting), Andrea Häfliger, Claudia Ziltener, Shawna Fitzner (Consulting), Gordon Nemitz (GF Strategy) External partners: Visualeyes (photo production), Tina Sturzenegger (photography), Lorenz Wahl (image processing), Detail, The Factory