In order to stand out in the now dense market of meat substitutes and alternatives, Ogilvy worked closely with the young food startup VegiBoss to develop a new CI/CD, a strategic positioning with claim, a website with online store, and an initial small campaign.

The main message: Meatless products should no longer be perceived as substitutes or alternatives for meat, but as originals in their own right. The corresponding claim: The bitzli other original. To kick things off, BossDöner and BossHack are available to order and pick up, and BossGyros is on the menu at "Oh My Greek!

Responsible at VegiBoss: Chiara Semadeni, Betül Özün (Founders & Co-CEOs). Responsible at Ogilvy: Aileen Frans, Morena Frehner (project management), Matthias Müller, Evelyn Weissheim (strategy), Jehmsei Keo (concept, text), Gabriel Schuster (concept, art direction), Simon Häusler (UX design), Jonathan Schipper, Martin Keller, Bruce Roberts (overall responsibility). External partners: Diego Menzi (photography & moving image), Heygianluca (programming).

In spring 2021, Ewz and Publicis launched the campaign for participation in the solar plants (Werbewoche.ch reported). Once again, Zurich testimonials are at the center of the campaign. However, they have been joined by others for the continuation of the campaign. Because in order to make Zurich a solar city, it needs every single one of us.

Information linked to Purpose

While the Ewz Solar Participation Campaign 2021 focused mainly on conveying information, as awareness of the participation model still had room for improvement, the follow-up campaign is primarily about the "why". In other words, it is about making Zurich a solar city with the help of the people of Zurich.

With the Ewz.solarzüri participation model, all Ewz customers can participate in Ewz's public solar plants by the square meter and thus produce environmentally friendly solar power. The solar plants are pre-financed using the crowdfunding principle and then realized. In other words, the more people participate, the more plants will be built in the future.

"We are convinced that the 'solar participation' product optimally supports the purpose of the solar city," says Philipp Schad, campaign manager image at Ewz.

In the OOH area, the focus is on measures along public transport routes, stops and within public transport vehicles in order to address the affine target group directly with the purpose message. In the digital area, the aim is to convey all messages and information about the solar portfolio quickly and easily - tailored specifically to the activation and sales funnel. The aim is to convince citizens of Zurich to contribute quickly and easily to the expansion of local solar energy.

So far, a total of more than 5800 customers have participated in the solar plants. The participation can be done by a few clicks on the website. Ewz.ch/solar be started.

The campaign runs from Monday and will be seen through the summer.

"We dare to walk the tightrope between a purpose and product campaign."

Myriam Mojon and Philipp Schad are responsible for managing the solar power participation campaign on behalf of EWZ. In an interview with Werbewoche.ch, they explain the ambitious project and talk about the communication measures used.

Werbewoche.ch: The current campaign focuses on the "why". Why was this focus set?

Philipp Schad: The Ewz solar participation campaign 2021 focused mainly on conveying information, because awareness of the participation model still had room to grow. In the follow-up campaign, the aim is now to turn Zurich into a solar city with the help of the people of Zurich and their participation in public solar plants. For this year's campaign, we are daring to strike a balance between a purpose and a product campaign. However, we are convinced that the product "solar participation" optimally supports the purpose of the solar city.

How exactly does the solar investment process work?

Myriam Mojon: Customers contribute 250 Swiss francs per square meter to a local solar installation on a public building in the city of Zurich. Per square meter, they receive 80 kilowatt hours credited to their annual electricity bill - for 20 years. With one square meter, you can drink 4000 cups of coffee per year, for example.

The slogan of the campaign is "Make Zurich a solar city. Now." How did the idea of involving the population in solar power production come about?

Mojon: The idea itself is not new. The product has been around since 2015, but the urgency has increased over the last few years and especially months. The vote on net zero 2040 in Zurich over the weekend has once again shown how important renewable energies are for achieving these goals. For this, the city of Zurich has proclaimed the Solar Strategy 2030.

Harmful: Achieving these ambitious goals requires every single one of us. The solar participation model also enables tenants to participate in ewz's public solar plants by the square meter and thus produce their own solar power in an environmentally friendly way - and thus hits a current nerve.

Mojon: The solar plants are pre-financed with the crowdfunding principle and then realized. In other words, the more people participate, the more plants will be built in the future. So every square meter counts and only together we can make Zurich a solar city - now.

Do the testimonials themselves carry the campaign outward as "influencers"?

Harmful: Most notably on social media, our testimonals are answering questions about their motivation for going solar and all the things they plan to do with their own solar power.

Are there already plans for the further development of the campaign?

We are counting on the urgency of the subject of the energy turnaround and of course hope that next year we will not only be able to blow the whistle on "Solar City", but already on "Solar Capital Zurich". But the product is available all year round.

There are now 5800 participating customers - a good result for Ewz?

Mojon: We are very pleased that solar participation has been so well received. Together with the city, we are constantly looking for new locations so that we can continuously expand our offer. Unfortunately or fortunately, the new locations are always sold out after not too long.

Which target groups are particularly interested in the model?

While a few years ago the customers of the solar share product were rather the eco-interested and rather older ones, we notice that the topic has arrived in the meantime in the broad population. Of course, we are very pleased about this. The product is also in line with the current lifestyle and pays tribute to the "local" and "sustainable" trends.

Responsible at Ewz: Myriam Mojon, Philipp Schad (Campaign Management), Vinzenzo Tremonte and Rahel Huber (Digital Experience), Thöme Jeiziner (Media Relations), Hadi Jean-Richard (Head of Storytelling), Julia Weber (Social Media), Barbara Kohler (Internal Communications), Irena Igic (Marketing Communications Intern), Pascal Schaub (Head of Marketing & Communications), André Rohrbach (Head of Private & SME). Responsible at Publicis: David Lübke (Creative Direction), Desiree Stocker (Junior Copywriter), Sandro Looser (Client Service Director), Adrianna von Moos (Account Director), Ante Vidovic (Account Director). Responsible Creative Direction Art: Studio Marvin Hugentobler. Responsible realization: Prodigious Zurich. Responsible production: Studio Voile LLC. Photography: Mark Pekmezian. Media agency: Havas Village Zurich.

The sizzling hissing sound "Tsch Tsch" stands for the hotly anticipated kick-off of the barbecue season. But where does "Tsch Tsch" actually come from? Where did it get its start? As is the case with inexplicable things that have become an integral part of our lives, the wildest myths surround the origin of "Tsch Tsch".

Coop, together with the creatives from TBWA\Zürich and the American director Jon Barber, got to the bottom of the most persistent of these in a multi-faceted TV campaign and staged them individually according to their respective periods of origin.

Thus, the myth of the brown bear, which was put to flight in the late 80s by a courageous camper with a spirited "Ch Ch", is told in the look of a Super 8 film camera. The legend of Mungo Jerry, who owes his world hit "In the summertime" to all appearances to the "Tsch Tsch" of a bellows, which at the same time ushered in the birth of the "Tsch Tsch", is told in the grainy look and rich colors of the 70s. The tale of the dragon who, in the dark Middle Ages, brings down two primordial chickens from the sky with purposefully spat "Tsch Tsch" fire blasts is presented as a gripping key scene in an adventure series by DOP Fabian Wagner, who was already behind the camera for Game of Thrones. And the myth of the grilling junior football team that lit its campfire with sulfur sticks about a hundred years ago, thus defining the "Tsch Tsch" sound, is staged as a black-and-white silent film.

The four 25-second stories each dive right into the presumed origin of "Tsch Tsch" and then segue to the present, where delicacies sizzling on a grill bring insight: It doesn't matter where "Tsch Tsch" comes from - what's more important is what goes on the grill.

In addition to TV spots, the campaign also includes bumpers, OOH, DOOH advertising media, banners, ads, carrier bags and POS measures.

Responsible at Coop: Thomas Schwetje (Head of Marketing/Digital Services), Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Simon Bohnenblust (Head of Advertising Sales Promotion/Promotions), Benjamin Reiss (Project Manager Advertising Promotions/Sales Promotion), Stephanie Stähli (Project Manager FOOBY), Florian Lanovic (Head Social Media/Online Campaigning), Oliver Pursell (Project Manager Social Media), Lucas Bieler (Project Manager Online Campaigning), Simon Flatt (Head Media), Karin Rieth (Head Media Classic), Lukas Schmid (Senior Project Manager Digital). Responsible at TBWA\ Zurich:  Manuel Wenzel, Susanne Weeber, Jan Krohn, Susanna Fill, Anouschka Tschudi, Naomi Gulla, Nico Hediger, Stefan Orian, Maude Mahrer, Massimo Dalla Palma, Noemi Russenberger (creation), Barbara Waldvogel, Pascal Taboas, Sabrina Iseli (consulting) Toni Rubera, Simona Mink (DTP). Responsible at OnfilmxStories: ECP Michèle Seligmann, Director Jon Barber, Producer Jacqueline Kaassa-Presting, DoP Fabian Wagner, Production Coordinator Jana Oberdörfer, Production Design Peter Scherz, Styling Damaris Eigenheer & Conny Friseli, Make up Erica Büsser, Food Styling Frank Weymann & Peter Schelzig. Postproduction: Edoardo Moruzzi, Storyboard Christian Zogg, Main Edit Kai Kniekamp, Additional Edit Taco Arts. Responsible at Postoffice Amsterdam: Boyo Frederix (Head of VFX), Tom Schuijt, Hendrik Kramer, Ritchy Wattimena, Bram Buddingh, Bram Vleugel, Stijn Sanders, Fraser Keen (VFX), Patski (Colorist). Responsible at HitMill: Fred Herrmann (Music Composer & Producer, Mix), Roman Camenzind (Executive Producer), Noemi Mathis (Project Management). Veresponsible for TWmedia: Stephan Küng (Owner), Damiano Vitali (Head of TV), Sven Däschner (Head of Digital), Manuela Brunner (Consultant). Responsible at Cover Media: Baschi Thommen (Audio Engineer), Angelina Belintani (Production), Stefan Sommerhalder (Audio Video Engineer).

Today, if you're a leader without a PA, you're often looked at askance by your peers. After all, anyone who thinks he's something needs a Personal Assistant and thus implicitly communicates: "One person can't manage all that I have to do alone, an assistant is needed who prepares everything in front and clears everything away in the back". But why is everyone suddenly talking about their PAs? It just sounds better than Management Secretary. Those who call themselves Chief "Wasweissichwas" and not Director or Department Head, for whom this linguistic difference is apparently important, because it is supposed to demonstrate open-mindedness and modernity. But if then also zeitgeisty creatives and marketers in middle management are clamoring for PAs, then something is definitely rotten.

Sharing is better than delegating

Yes, gender writing is being strained here, but let's take a look at the glass-ceiling index for equal opportunities for women in the workforce - published by the Economist based on sources such as the European Institute for Gender Equality, CSCI ESG Research, OECD, GMAC and national figures. Then it may become clear why. On a scale of 0 to 100, the global average for equality of opportunity is just under 60, with room for improvement to reach 100 - which, for women in the workforce, would mean equality of opportunity, not a majority. Compared with the 30 countries considered, however, Switzerland is only behind Turkey, Japan and South Korea, so there is little room for improvement.

So the fact is that at C-level in Swiss companies, unfortunately, the majority of Cs are still male and the majority of PAs are female. There are really only three ways to counteract this: The first is to provide women with working conditions and structures that enable them to have a career, so that they can break through the glass ceiling in companies. The second is to distribute the work better among different people of equal status and to simply do what is left themselves. Because that works better than Mann thinks. The third would be to apply the other widespread meaning of the acronym, that of the technical device PA (Public-Address-System), which has integrated microphone and loudspeaker for announcements in a public place, and to announce loudly to the gentlemen: "DIY!"

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.

Swiss International Air Lines has appointed Julia Hillenbrand as its new Head of Brand Experience. Together with her team, she will holistically manage Swiss' brand and customer experience from July 2022 and in this role will be responsible for the strategic roadmap for all Swiss' customer, product and marketing topics. Hillenbrand will report to Swiss' chief commercial officer, Tamur Goudarzi Pour.

Hillenbrand looks back on a long international career within the Lufthansa Group. She has held the position of Senior Director Sales Spain & Portugal since 2019 and for all of Western Europe since May 2021, during which time she and her team have significantly increased revenue and market share. Previously, Hillenbrand held the position of Director Sales Product & Programs Asia Pacific in Singapore between 2016 and 2019, after having been Head of Marketing & Pricing UK & IE for Swiss in London from 2014 to 2016, where she was responsible for strategic marketing and pricing planning with an international team. In this position, she was able to successfully strengthen brand positioning, among other things. Before that, she was able to gain valuable experience in the areas of Business Optimization & Network Planning, Business Development as well as Marketing & Sales within the Lufthansa Group between 2005 and 2014. During this time, she already worked and lived in Switzerland for several years.

Julia Hillenbrand is a native of Germany and holds a degree in International Business Administration from the University of Pforzheim. She has already lived in eleven countries and speaks six languages, including fluent English, Spanish, Portuguese and French.

Nowadays, everyone is familiar with the ecological footprint. It indicates how much we use the ecosystem and natural resources. The fact is that travel by private car causes a comparatively larger ecological footprint than travel by public transport. In the canton of Zurich, all streetcars, suburban trains and buses together cause just 2.5 percent of the Co2 emissions of total traffic.

In order to demonstrate to the people of Zurich how environmentally friendly the ZVV is, Spina's Civil Voices has developed additional images that can be seen on posters and online these days. The focus of the new images is on three-cheeked kids who once had to live with what we leave them.

Responsible at the ZVV: Lukas Tenger (Head of Marketing), Peter Schilde (Marketing, Communications). Responsible at Spina's Civil Voices: Steph Huwiler, Matthias Freuler (creation), Tullio Tomasini (consulting), Nicolas Stark (moving image), Simon Opladen (photography), Youri Laubscher (image retouching).

Space tourism is the latest trend, and Lenzerheide has recently joined in - with space tourism for everyone: the "Lenzerheide Space Walk". Because what can be experienced in space can also be found in the hiking universe of Lenzerheide. Looking at the world from above, walking on the moon, discovering endless expanses, breathing in thin air and feeling very small. All this without rockets and kerosene - only with muscle power.

Collecting kilometers as a "space walker

The goal of the "Lenzerheide Space Walk" is to walk the distance to the moon together. That is around 384,000 kilometers. Everyone can participate and collect kilometers individually. The hiking universe of Lenzerheide offers over 300 kilometers of marked hiking trails. Challenges are intended to provide additional motivation and entice participants with prizes.

To participate in the Lenzerheide Space Walk, the kilometers must be covered on foot, the route must be within the Lenzerheide vacation region and the distance must be recorded or entered on the Outdooractive portal.

Regional Message

With the "Space Walk" campaign, the Lenzerheide vacation region is creating an alternative to the latest tourism trend with a wink of the eye and at the same time wants to promote and focus on nature-based tourism. "The topic of sustainability will shape the coming decade more than any other megatrend and is massively changing the demands on Alpine regions," Marc Schlüssel, CMO of the Lenzerheide vacation region, is convinced. In line with the idea of "No Planet, No Tourism", sustainable tourism must no longer be a flash in the pan, but a long-term and holistic approach.

The campaign for the walking universe

In the video for the Lenzerheide Space Walk, Daniel Ciapponi presents the hiking universe of Lenzerheide as the Lenzerheide Ranger. In doing so, he draws comparisons to outer space and makes it clear: It's really not necessary to go any higher. The video was shot in the middle of the lunar landscape on the Parpaner Rothorn and at Heidbüel (family). The campaign is complemented by the matching visual world, in which an oversized moon ensures the context of the Lenzerheide Space Walk.

The Space Walk campaign is a long-term project for the Lenzerheide vacation region that creates attention and content. "As soon as the distance to the moon is reached, we travel further in the universe and keep showing new possibilities," reveals Marc Schlüssel.

Responsible for Vacation region Lenzerheide: Nicole Gysi (Brand Manager Nordic), Marc Schlüssel (CMO). Concept: Creative Intelligence Society. Video production: F-J-E Network.

The 2022 general meeting of IGEM Interessengemeinschaft elektronische Medien confirmed the president Stephan Küng of TWmedia and the board members running again. Board member Nathalie Diethelm of Havas, who had been on the board for several years, was bidden farewell. Newly elected to the board was Sandra Fehr of Iundf Media Impact. Fehr founded Iundf Media Impact in 2020 and has led it as owner since then.

After the general meeting, IGEM invited to the event "Local answers to global trends". At the event, Swiss answers to international trends such as streaming, Direct 2 Consumer, Cookieless Future and cooperations were presented and discussed.

Lennart Hintz from MediaCom classified the global trends. Ute von Moers from CH Media presented CH Media's strategies on global trends in the TV and streaming market. Silvano Oeschger from OneLog showed the central media login of the digital alliance, the merger of CH Media, NZZ, Ringier, TX Group and SRG, with currently 1.66 million accounts. Rui de Freitas from C Wire showed contextual targeting, which compares the content of a media website with an advertising medium and selects the appropriate environment. In conversation with Stephan Küng, Thomas Schwetje from Coop Switzerland gave an insight into how Coop is dealing with these trends and what requirements a major advertiser has for Swiss advertising solutions.

IGEM is committed to diverse and liberal advertising opportunities - especially in the changing media landscape. "Digitization is transforming all electronic media into digital media and posing entirely new challenges. Our annual Digimonitor study creates transparency there and is an important basis for strategy development," emphasizes President Stephan Küng.

The IGEM Board 2022

• Stephan Küng, TWmedia (President)
• Alexander Duphorn, Goldbach (Vice President)
• Christof Kaufmann, Weischer.Cinema
• Florian Wanner, CH Media
• Frank Zelger, Admeira
• Jochen Witte, Goldbach
• Jonas Eliassen
• Raoul Gerber, Goldbach
• Roger Baur, Ringier
• Roger Elsener, CH Media
• Sandra Fehr, Iundf Media Impact
• Xavier Reynaud, Mindshare

After Havas realized the campaign for Hirz yogurts, Lactalis Suisse placed its trust in the Zurich agency for Hirz cottage cheese as well. The basis for the new campaign was a specially conducted market research, which generated important insights into consumers and their product use.

The survey showed that Hirz cottage cheese was a popular product among Swiss households and was in line with current nutritional trends. In order to further increase the desire for cottage cheese, the application or the product benefits were placed at the center of the communication.

The current campaign for Hirz cottage cheese accordingly takes up the product's versatility on various channels and shows how Hirz cottage cheese can be integrated into daily nutrition - whether directly from the cup, in salads or for delicacies from the oven.

The 10-second spot will be broadcast on Swiss television and streamed online.

Customer: Lactalis Nestlé Fresh Products Switzerland. Agency: Havas Village Zurich. Directed by: Lukas Wälli. Production: Rocket Film.

In his new role, Immo Hütte is part of the FinanceScout24 management team and is tasked with driving the Marketing division forward. In addition, he ensures the coordination of marketing activities with the other SMG divisions - Real Estate, Automotive and General Marketplaces.

Prior to his appointment as Director Marketing, Immo Hütte was already Head of Marketing at FinanceScout24. In previous positions, he was involved with Tradedoubler, Adello and Sunrise Communications. "Immo Hütte has already achieved significant successes in the past two years as Head of Marketing, particularly in data-based marketing, brand development and performance, and has thus contributed significantly to the success of the FinanceScout24 brand," Daniel Bodmer, Managing Director of FinanceScout24, was quoted as saying in a statement.

In addition to Managing Director Daniel Bodmer and Immo Hütte, Director Marketing, the FinanceScout24 leadership team also includes Muzaffer Dogru, Director Product, and Jochen Pernegger, Commercial Director.

Switzerland has been able to further consolidate its role in the global creative scene. This is evidenced by the naming of this year's jurors. For example, Luitgard Hagl of Jung von Matt Limmat and Anna Gallais of Weber Shandwick were appointed to this year's shortlist jury. The awarding jury will include the judgment of Patricia Corsi of Bayer Consumer Health.

The Cannes Jury consists of two parts: One is the Awarding Jury and the other is the Shortlist Jury. Both are appointed by the Cannes Lions Festival management and evaluate the works of the global creative elite at different stages of the selection process. The jury composition is based on nominations from the festival representatives of the countries as well as nominations from the festival management itself. The maximum number of jury places in each category is determined by the country's previous creative achievements and awards in the previous year.

Werbewoche.ch spoke to Luitgard Hagl, Executive Creative Director at Jung von Matt Limmat, about her nomination.

Werbewoche.ch: Luitgard Hagl, congratulations. What does the nomination to the Cannes Lions jury mean to you?

Luitgard Hagl: To be invited to the most important advertising jury - even though this is "only" about the shortlist jury - and then also in film, is of course a great honor. Especially since Cannes Lions continues to play an important role in our focused award strategy.

What do you expect from the submitted works?
I actually expect or hope for a lot of inspiration through diversity in the implementations, a lot of emotion and beautiful stories.

What are you particularly looking forward to?
To international submissions that you might not have noticed otherwise.

Will you be on site or will the jury meet virtually - or both?
The shortlist jury is virtual, precious metal is then discussed and awarded on site.

How important is the nomination for your own CV? Does it amount to a knighthood?
It's a reason to be a bit proud, of course, but in the end, the work you do yourself still counts more than the work you get to judge. So once again we remain dissatisfied. (laughs)

The Cannes Lions International Festival of Creativity will take place this year in Cannes from June 20 to 24.

During the pandemic, the US outdoor market boomed to an unforeseen extent: people sought freedom in nature and bought all kinds of equipment for this purpose. The corresponding e-commerce sales grew by double digits during the pandemic. A group of entrepreneurs noticed that this equipment had one thing in particular in common: it was functional, but often looked boring and of limited aesthetic appeal. This gave rise to the idea of functional outdoor equipment with the design aspirations of urban millennials.

For this target group of "Design Conscious Outdoor Enthusiasts," who use the backpack not only for their newly discovered weekend hikes, but also for going to university or to the co-working space, it is not only functional values that count. An international target group survey conducted by Brandpulse on social media in the primary target market of the USA and then in Europe revealed clear preferences with regard to product design and the look and feel of the prototypes presented.

In addition to a clear purpose, the new brand also received a sustainable Brand Promise. For example, a portion of sales will be donated to the institution "1% for the Planet," a global network that addresses the most pressing environmental issues and helps drive positive change for the benefit of future generations.

Brandpulse developed the name Trexxflex, which was trademarked for the USA, the entire EU region, and Switzerland. The agency developed the Trexxflex branding, the website and realized the most important touchpoints such as the international webshop, an image film, a social media campaign and, in cooperation with US specialists, an influencer campaign. The first product, the Trexxflex backpack, is available on the webshop Trexxflex.com.