Meat is part of the diet of 96 percent of the Swiss population. Almost all of them consume meat, but the reasons for this are very individual and motivated in different ways. Some attach importance to nutrients, others deliberately consume meat rarely, but all the more selectively - and still others enjoy meat out of culinary conviction.

The current campaign picks up on this insight. Under the motto "This is how Switzerland eats", lead agency Polyconsult shows what's on the table in Switzerland. From the point of view of consumers, the campaign delves into different life situations - at the family table, in a lively shared flat, as guests of athletes, connoisseurs and grandparents.

After all, the claim "My choice" is intended to get to the heart of the matter: As diverse as meat consumption is in Switzerland, many consumers have a clear preference for meat from Switzerland.

The campaign has been on TV, social media, online, DOOH and in print since the end of April.

Responsible at Proviande: Philippe Haeberli (Head of Communications), Tonino Colangelo (Head of Basic Communications). Responsible at Polyconsult: Mike Brodbeck (overall responsibility), Anna-Lea Lanz (Head of Consulting), Silvio Truffer (Creative Direction), Raphael Gammenthaler (Text/Concept), Alessandro Mattarelli (Art Direction), Patrick Aebi (Head of Digital). Film production: Shining Film, Caroline Braun (Producer), Lukas Kärcher (Junior Producer), Mirjam Fröhlich and Lukas Fröhlich (Director).

In a media world full of headlines, disinformation and AI-generated content, categorization is becoming increasingly important. The current campaign underlines the role of Watson as a platform that not only informs, but also explains and classifies. Thematically, the campaign addresses social challenges such as migration, digital equality, changes in journalism and the sensory overload in social media. "With the slogan 'News, but deep', we show that Watson responsibility," explains Sabrina Mock-Marty, Head of Marketing at Watson. "The campaign positions the news portal as a medium for a critically thinking, digitally informed target group - comprehensible, human and to the point."

The visual implementation is based on the diving goggles as a symbol for orientation and perspective in a complex news situation. The 360-degree campaign will be widely distributed via OOH measures, TV commercials, social media and print advertising. Emanuel Ernst, Creative Director at Ese Agency, describes the commercials as "bold and detailed" and points out hidden Easter eggs in the visuals.

The visuals for the OOH measures were created in collaboration with photographer Ella Mettler in an elaborate underwater shoot. The TV production was realized by Oha! Visuals and Webrepublic was responsible for the media planning.

Responsible at Watson: Florian Wanner, Maurice Thiriet (overall responsibility), Sabrina Mock-Marty (Head of Marketing), Susanne Roy (Project Management), Lars Müller (Digital Marketing). Responsible at Ese Agency: Elia Binelli (overall responsibility), Elia Binelli, Emanuel Ernst, Severin Gamper, Damian Steffen (realization), Elia Binelli, Emanuel Ernst, Severin Gamper, Damian Steffen, Anina Kemmerling, Florin Grunder, Eleonora Trifunović (production). Photography Show: Ella Mettler, Manuel Sieber, Jeremy Marugan. Film production: Oha! visuals, Till Helldobler, Olga Hermann, Leeroy Klauhs. Media: Webrepublic, Silvan Meiler, David Zemlicka, Florian Geyer, Joaquim Barreiro.

At the heart of the campaign is the invitation to the public to immerse themselves in a wide variety of themed worlds with an open mind and an inquisitive attitude - and to see familiar things in a new light or discover the completely unexpected.

The measures unfold in four clearly profiled waves that open up different perspectives on the museum experience throughout the year. The "Worlds of Visions" kick things off, opening up spaces for thought, challenging existing perspectives and stimulating new ideas. The "Worlds of Traditions", which shed light on cultural origins and developments, and the "Worlds of Destinations", which broaden horizons and invite visitors on intellectual and geographical journeys, will follow in the course of the year. The series concludes with the "Worlds of Exploration", in which boundaries are explored and new territory is broken - in keeping with the spirit of exploratory curiosity that characterizes many museums.

The campaign combines poster advertising with digital formats and focuses on the rich spectrum of Zurich's museums.

Responsible at Heads Corporate Branding: Ralph Hermann (overall responsibility), Simone Raubauch (strategy and concept), Natascha Almeida (consulting and text), Marco Simonetti (design), Roman von Arx (graphics/production). Responsible at the Association of Zurich Museums: Eva Keller (President), Nicole Mayer (Managing Director).

Nobody wears Switzerland's biggest fashion sin on their body. It is the approximately 100,000 tons of used clothing per year that is exploitatively produced, hastily consumed, incinerated as waste or exported. Public Eye is now drawing attention to this problem with a campaign. The key visual brings the mountains of waste to the Federal Palace so that the Federal Council no longer ignores the problem but takes action against fast fashion.

Public Eye Feinheit was brought on board to develop the key visual and other campaign material. The agency specializes in political campaigning and also advised the organization on all text work and measures for online and offline dissemination of the campaign.

Public Eye calls for fashion fund

At the heart of the campaign is a concrete solution proposed by Public Eye: the Federal Council should set up the so-called Swiss Fashion Fund. For every new item of clothing sold, the fashion industry would have to make a contribution. The more sustainable the product, the lower the contribution would be, creating incentives for fair, environmentally friendly and durable fashion. At the same time, the fund would promote cheaper repairs, more second-hand offers, high-quality recycling and more sustainable production.

The request to the Federal Council can now be made by means of a petition on Stop-fast-fashion.ch be supported. Public Eye is drawing attention to the collection of signatures with advertising and content on social media as well as campaigns by regional groups.

Responsible at Public Eye: David Hachfeld, Rebekka Köppel, Kaya Pawlowska , Romeo Regenass, Géraldine Viret. Responsible for fineness: Moritz Friess (project management & consulting), Alexandra Theiler (art direction), Stephanie Auderset, Carmen Schoder & Lucas Bally (text), Emily Wren, Christian Perez & Lara Hubacher (design), Catherine Pearson (layout).

With immediate effect, Excom Media is taking over the marketing of all TV waiting room screens in Switzerland, locally under the name PraxisTV. With its in-depth knowledge of the DOOH sector, the company intends to effectively position the network in Switzerland. This collaboration enables TV-Wartezimmer not only to benefit from local know-how, but also to further expand its position in the DACH region.

With an average annual growth rate of over 30% since 2020, TV-Wartezimmer relies on strong partnerships to implement national and cross-border campaigns. Christian-Georg Siebke, Managing Director of TV-Wartezimmer, emphasizes: "Switzerland is a very interesting market for us, and we will continue to pay attention to it in the future."

For Excom Media, the partnership opens up new opportunities to expand its portfolio and enable targeted patient communication via digital media channels.

Marko Mijatović studied documentary film in his bachelor's degree and fiction film in his master's degree at the University of Fine Arts Hamburg. He has produced numerous short documentaries of his own, which have been shown at film festivals and art institutions around the world. His documentary "City of Elephants" about the fates, realities and dreams of people in a war-torn Bosnian town was awarded the German Film Critics' Award in 2015.

Mijatović also worked as a film lecturer before co-founding the film production company "grundstudio" in Winterthur in 2020. Their first co-production "Those Next to Us", which tells the harrowing stories of illegal Mexican immigrants to the USA, qualified for the 2025 Oscars thanks to its theatrical and festival exploitation. Mijatović also works as a freelance director and writer for the Arte program "KurzSchluss" and was responsible for film logistics at the 2024 Winterthur Short Film Festival. He is currently working on a film about sans-papiers, among other things.

His fields of activity range from storytelling and dramaturgy to directing, camera and photography, editing and production. "We are delighted to be able to further expand our expertise in video and film with Marko," says Art.I.schock Managing Director Helen Oertli.

"Our aim was to develop a commercial that communicates the benefits of the Migrol app in a humorous way - without any long explanations," explains Nicolas Jossi, Agency Manager at Creasquare. "We are convinced that this commercial strikes the perfect balance between functionality and entertainment thanks to its clear and entertaining approach."

In addition to the video spot, Creasquare also developed and implemented image ads and the social media campaign. In addition to social media, the ads are also played out on Google and DOOH to make the Migrol app known to a broad target group. Various format adaptations were made for this.

Responsible at Migrol: Ioanna Gomes (Project Management & Digital Marketing Manager), Marvlyne Burla (Cast & Team Assist Marketing). Responsible at Creasquare: Nicolas Jossi (Creative Consultant & PL ), Andri Wyss (DoP & Post Production), Joel Lustenberger (Strategy & Digital Marketing). Other partners: Samuel Lüscher (Gaffer), Philipp Keusen (Hair & Makeup), Bardo Eicher (Sound Design), Elion Ahmeti (Cast).

Pro Senectute Canton Zurich offers a wide range of services in the areas of pensions, meetings, administration and care. Around 300 employees and 2,800 volunteers provide this service in the canton of Zurich.

The Swiss population is getting older and older, which means that the need for selective support for senior citizens is also increasing. The foundation is responding to this development with a targeted campaign that draws attention to the many opportunities for volunteering. On behalf of the organization, Yellow worked on a campaign to motivate people aged forty to sixty and over to get involved.

Based on studies and the experience of Pro Senectute Canton Zurich, the agency recognized that self-determination is the primary goal for the target group in their own old age. From this, Yellow developed the central idea and focused on the many opportunities for volunteering. The subjects show senior citizens formulating specific tasks for which they need support. The portraits are full of character and convey respect and equality rather than neediness. In this way, the campaign raises awareness for a self-determined life in old age and shows potential volunteers how diverse and effective volunteering can be.

The cross-media volunteer campaign can be seen in local newspapers and online via geotargeting in the Zurich area.

Responsible at Pro Senectute Canton Zurich: Monica Flückiger (Head of Marketing and Communication). Agency: Yellow. Media: Sir Mary.

Kreisvier's newly developed social media strategy was tailored precisely to potential students at the technical college. The focus was on creating a likeable and modern Instagram presence, supplemented by a high-reach meta-campaign. Authentic video interviews with current students provided personal insights into everyday student life and were intended to create trust among the target group.

According to Kreisvier, the number of participants at the information event more than doubled compared to the previous year's event. At the same time, the campaign recorded high interaction rates, numerous full video replays and a significant increase in website traffic. A follow-up campaign to address future students is already being implemented.

Responsible at AGS Basel: Dario Ferraro (Head of Department MTA), Thomas Schuler (Head of BMS and Coordination HF). Responsible at Kreisvier: Melsa Dogan, Ines Petrovic (Consulting), Rahel Witschi, Simon Näf (Creation), Nissrin Asri, Kristina Rieder (Interactive Media Designer), Jonas Sispele (Copywriter), onlineKarma (Ad Operations).

In January 2025, Stefan Ryser, Head of Content and Co-Editor-in-Chief, announced that he would be leaving Blue News at the end of April 2025. The news portal has now announced that Marius Egger will remain the sole Editor-in-Chief of Blue News. Egger joined Blue News in April 2024 and, as Head of Distribution and Co-Editor-in-Chief, ensured the curation, speed and volume as well as the distribution of content on all relevant channels. From now on, he will also be responsible for all content and will further sharpen the journalistic profile with a new editorial team. Andreas Böni will continue to be responsible for the content of Blue Sport on TV and Blue News as Editor-in-Chief of Sport.

The new Blue News editorial team includes Sven Ziegler as Head of Desk, Valérie Glutz as Head of SEO, Analytics & Verticals and Fabienne Kipfer, who is responsible for 360-degree utilization in the newsroom. Felix Pàl is also new to Blue News and another member of the editorial team as Head of Reporter. Pàl has many years of experience in journalism and has worked at 20 minutes, the Ostschweiz am Sonntag and for Watson has been working here. After a stint at Switzerland Tourism, he joined the editorial team in May.

"We have successfully developed Blue News over the last few years - with the new editor-in-chief, we want to consistently continue on this path, further strengthen our journalistic profile and move into the future with innovative strength and consistent 360-degree distribution," says Claudia Lässer, CEO of Entertainment Programm AG.

The Magic Pass is an annual pass for almost 100 destinations in Switzerland, France and Italy. It offers access to more than 2,000 kilometers of pistes, 2 glaciers, around 20 snow parks, numerous sun terraces in the mountains and two revolving restaurants in winter. In summer, there are also over 1,000 kilometers of mountain bike trails, hiking trails, family-friendly excursion destinations and a wide variety of panoramic views to discover.

For summer 2025 and the 2025/2026 winter season, 17 new areas have been announced where the Magic Pass can be used - including Gstaad, Meiringen-Hasliberg and Melchsee-Frutt.

Half a million people reached

In collaboration with seven content creators - including Jesuissespagnol as well as Danaverdene and  Sascha.mth - half a million people were reportedly reached. The activation of the content creators increased awareness of the Magic Pass in German-speaking Switzerland: "The high engagement rate shows how positively the content was received by the community," says Andrea Cavelti, project manager at Contcept Communication. "Organic content only works well if the community feels addressed and reacts positively to the campaign. We achieved this by booking sports enthusiasts and families as well as creators who pass on excursion tips to their followers for the campaign and using them to implement the brief in a target group-oriented way."

TX Group subsidiary Zattoo is acquiring Green Streams, a company based in Riol in the German state of Rhineland-Palatinate. The deal expands Zattoo's B2B offering. The aim is to build a TV platform in Europe tailored to operators, Zattoo announced. The TV streaming provider did not disclose the purchase price.

Green Streams was founded in 2021. The company offers a modular and cloud-native media integration platform for telcos and pay-TV providers. According to the press release, the platform makes it possible to integrate existing components from network operators and other technologies using a best-of-breed approach.

Zattoo wants to further develop the Green Streams platform under its own brand. The two Green Streams founders Gernot Jaeger and Ivo Stock, who have both worked for Zattoo in the past, will support the integration from within the Zattoo team in future, according to the statement.

Zattoo CEO Roger Elsener describes the acquisition as a "milestone" that will open up global growth opportunities for the company. "This will accelerate our technological development and offer our customers solutions that set new standards in terms of efficiency and scalability."

The deal is also a significant step for Green Streams, adds co-founder and CEO Gernot Jaeger: "Together, we can shape the next generation of TV and streaming platforms and set new standards in the industry." (Joël Orizet/NetzKI Bot/rja)

This article first appeared in Netzwoche.