Film Processing for Coop: Honesty Over Perfection
It’s normal to feel uneasy when looking for an apprenticeship—as shown in a new employer-branding video produced by Filmgerberei for Coop. Three apprentices speak candidly about their fears and how their experiences at Coop have proven their fears to be unfounded.
The apprenticeship market is changing: Demographic shifts are increasingly turning it into what’s known as a «candidate’s market,» where employers have to recruit apprentices—not the other way around. For Coop’s employer branding campaign, Filmgerberei has therefore produced a video that meets prospective apprentices where they are in their decision-making process: in the midst of uncertainties and unanswered questions.
Real people, not actors
In the new film, three apprentices share their stories—unvarnished and unscripted. They talk about the fear of being just a number, a cog in the machine with no opportunities for growth and no connection to the team. And they explain how their experience at Coop has been the exact opposite. Filmgerberei deliberately chose not to stage perfect advertising images. Instead, the focus is on real experiences—as people, not as actors.
Authenticity as a Key Requirement in Coop's Employer Branding
The so-called «video-native» generation, which the film is aimed at, immediately recognizes staged content, according to the press release. That is why authenticity is the most important requirement for modern employer branding. According to those in charge, the goal isn’t to find the perfect apprenticeship, but rather the right one. This idea runs like a common thread through the film and is intended to encourage young people who are still unsure about where their career path should lead.
Added value for all stakeholders
For the three protagonists in the film, the production itself was a formative experience. They completed the shoot feeling stronger and filled with pride—one more experience to add to their apprenticeship. The film aims to show that feeling uneasy while looking for an apprenticeship is normal. And at Coop, those feelings give way to pride and confidence.
Responsible at Filmgerberei: Marike Löhr (Producer), Balz Chen and Alun Meyerhans (Concept), Noemi Aeschlimann (Concept, Director), Silvio Gerber (DOP), Levin Schnider (Camera; Color Grading), Lea Filadoro (Editor), Silvan Wacker (VFX), Flavio Gerber (Executive Producer). Responsible at Coop: Annika Keller (Head of National Vocational Training), Remo Arnold (National Vocational Training Coordinator).
