Neutral Zurich designs the appearance of Valser

The campaign was implemented in three phases. In the first phase, the community of Vals was involved through a community vote on the jingle. In collaboration with Christian Zehnder, the singer and composer, three non-verbal "Juz jingles" were created on the theme of "New Alpine Music", which are intended to emotionally evoke the longing for meaning and belonging, discovering one's own center, serenity and strength.

In the second phase, TV and online banners called for people to upload their own Juz Urschrei to a microsite. The 6 strongest were selected from all the juzes, which were shown in a short TV spot from August 1 and called for public voting.

The third phase of the TV and advertising campaign was filmed and photographed in Vals. The language is in Grisons dialect and is intended to embody Swissness - relaxed, deep, emotional.

The Valser TV spot depicts a young man on his way to the office - once he arrives at the office, he takes a sip of Valser and comes to rest, listens to himself, his imagination begins to run wild: He finds himself in the Valser mountain landscape by rock and water. The climax is his life-refreshing Juz, which brings him back from the magical moment to everyday life. Refreshed and deeply connected, a smile plays around his eyes.

The print campaign was realized with the Swiss photographer Lukas Wassmann. He works regularly for international trend and style magazines. His work is exhibited in institutions and galleries.

Responsible at Valser Mineralquellen, Vals: Colin Forrest (CEO), Nisa Sanz (Business Development Manager), Philipp Häseli (Senior Brand Manager). Responsible at Neutral Zurich: Rudolph Schürmann (Creative Director), Peter von Ah, Ricco Pachera (Creation), Michelle Nicol, Dino Ceccato, Corinne Wiederkehr (Strategy/Consulting), Kaufmann Gehring / Ultra Images (Production), Marc Comes (Direction / CHBP), Christian Zehnder / Peter Philipp Weiss (Music Corporate Sound), NJP (Sound), Lukas Wassmann (Photography).