SFLB: Diversity promoted by Migros Culture Percentage
Since 1957, the Migros Culture Percentage has enabled interested people in Switzerland to access cultural and educational services. For this purpose, Spillmann/Felser/Leo Burnett has developed an umbrella campaign.
In various ad subjects and radio spots, the Migros Culture Percentage presents a conspicuously small portion of culture - namely 1 percent. That is, 1 percent of a concert, a park, a dance class or a theater stage. This is how the many engagements are to be made known. Each individual part of the umbrella campaign ultimately points back to the whole: the Migros Culture Percentage. The advertisements and radio spots can now be seen and heard throughout Switzerland.
> Spot 1
> Spot 2
> Spot 3
> Spot 4
Responsible at the Federation of Migros Cooperatives, Department of HR, Culture, Leisure: Tobias Gremaud (Head of Umbrella Brand Migros Culture Percentage), Estefania Garcia Jung (Umbrella Communication Migros Culture Percentage). Responsible at Spillmann/Felser/Leo Burnett:Peter Brönnimann (ECD), Thomas Schöb, Dan Strasser, Roland Buob, Reto Vogler (creation), Rolf Zimmermann (strategy), Manuel Schmid, Jennifer Beckmann (consulting); Jingle Jungle (production radio), Rico Rosenberger (photography).
