Contexta: The Decadent Lives of Swiss Stars
How luxurious is life as a successful musician? «Swiss Cribs,» conceived and produced by the Contexta agency, offers an intimate look inside Stress’s apartment. Commissioned by EuroMillions, the online series shows that «success» is a flexible concept.
If you have a Jacuzzi, a gym and a recording studio - all in your own apartment - you've come a long way. Or so you would think. The online show "Swiss Cribs" takes a closer look and features a home story about Stress, one of Switzerland's most successful musicians. During a tour of his private chambers, he reveals intimate details of his private life and doesn't hesitate to show the camera crew every corner of his apartment.
The film was made in collaboration between the agency Contexta and the production company Mediafisch, on behalf of Euro Millions. "Swiss Cribs" will be shown exclusively online and distributed via Facebook and blogs, according to a release. The format is based on MTV Cribs, a reality TV show in which 50 Cent and other superstars proudly present their luxurious lives.
But what the camera team gets to see puts Stress' success in a somewhat different light. Obviously, a Swiss musician does not come close to the U.S. role models in financial matters, however well-known he may be. The message of the online show is as logical as it is simple: You can only get really rich in Switzerland with Euro Millions.
Responsible at Swisslos: Markus Fischer (Head of Product Management Lottos), Christian Frei (Product Manager Lottos), Mathias Strähl (Online Specialist). Responsible at Contexta: Nadine Borter (overall responsibility), Moritz Staehelin (creative direction), Claudio Parente (art direction), Annette Häcki, Raphael Gammenthaler (text), Vale Florea (screen design), Merlin Wälti (interactive concept), Philipp Pongracz, Andreas Marks (consulting). Film production: Mediafisch, Zurich, Mats Frey (director & editor), Dave Amrein (producer), Martin Rütsche (camera). Media agency: Mediafactor, Bern.
