Matthias Sempach Is Looking for the Worst of the Worst

As a Schwingking, Matthias Sempach is considered one of the “Bösen”—the term used in Schwing jargon to refer to wrestlers who have won a federal wreath. For *Emmentaler*, Sempach is now searching for the “Bösesten” in the entire country. This time, however, it’s not about Schwing, but about looking as menacing as possible.

On the one hand, making a mean face looks really funny, and on the other hand, anyone can do it—regardless of age or gender. On Emmentaler.ch/boese Numerous users are already taking part in this new «mass sport» and competing for the title with their most outrageous photos.

Participants compete in head-to-head matches against randomly selected opponents or against friends who challenge them. The winners are determined by the online community. Cash prizes totaling several thousand francs are up for grabs.

In addition to the photo contest, users can also enter a raffle to win a year’s worth of shopping at Migros worth 15,000 francs and 120 gift certificates worth 100 francs each.

The campaign is being promoted in collaboration with 20 Minuten, both offline and online.

Responsible at Emmentaler Switzerland: Sandra Jordi (Head of Marketing & Communications), Luana Monopoli (Project Manager, Marketing & Communications). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD), Martin Arnold (CD and Concept), Stian Bugten (CD Digital), Dominik Mätzener, Stéphanie Tschanz (Consulting), Erasmo Palomba (Agency Producer). Film production: David Constantin (Director), Shining Pictures (Production), The Soul of John Black (Music). Digital Production: Caviar Content.