Denner Western Campaign by ESE Agency and Manifesto Films

Denner Western Campaign: Xhaka, Amdouni, and an Idol Return

Just in time for the World Cup in the U.S., Denner is launching an unusual campaign: The Denner Western campaign «The Socceritos» brings together Swiss national team players Ana Maria Marković, Granit Xhaka, and Zeki Amdouni, as well as film icon Terence Hill, in a cinematically produced short film. The film is produced by Manifesto Films and directed by Reto Salimbeni; the Zurich-based creative agency ESE Agency is responsible for the cross-media campaign surrounding the film.

From a candid photo to a Western short film

According to Manifesto director Reto Salimbeni, the idea for the trio of heroes who set out to save soccer in a Western-style town came from a spontaneous photo that evolved into an entire short film. When asked about the star-studded cast, he comments: «I’m always in favor of »going all out.«» Although the finished film is set in the desert, it’s by no means outdated—according to the press release. For Raphael Werner, Head of Marketing Communications at Denner, the film marks the start of World Cup fever: “We wish all soccer and Western fans lots of fun and thrilling soccer moments with the ‘Socceritos.’”

The short film is available for all customers to stream for free. The big screen is set to offer a more exclusive experience: The premiere campaign was staged in collaboration with the Zurich Film Festival and Blick.

A Western vibe at the Hardbrücke

ESE Agency is serving as the campaign agency for the project and is ensuring that the film sparks conversation far beyond the TV screen. The cross-media campaign includes social media assets that capture the atmosphere on set and showcase the cast in challenges, interviews, and entertainment content. In addition, there are proprietary media and point-of-sale materials: shopping bags, lifelike cardboard displays, and advertisements have been designed in an “Italo-Western” or “Fussballo-Western” style. At the heart of the campaign is a mega-poster that will be prominently displayed near Zurich’s Hardbrücke starting June 15, featuring the Swiss national team stars and Terence Hill throughout the entire World Cup.

Behind-the-scenes footage and cinematic production down to the last detail

To give Swiss fans a deeper insight into the world of the Denner Western, ESE Agency also produced an extensive «making-of» feature documenting the collaboration between the soccer stars and Terence Hill. Elia Binelli, Managing Director of ESE Agency, says: “It was, of course, an honor for us to be able to work with such idols. We’re excited to bring Manifesto Films’ short film to life in a cinematic way beyond the TV screen and to make the story tangible at every touchpoint of the user journey.”

According to ESE Agency, it has maintained a long-standing partnership with Denner, which has had a lasting impact on the Swiss discounter’s brand profile through bold communication. Among the most recent highlights of this partnership are the viral campaign centered on the «Lidl Heart Thief,» the Easter campaign, the promotion of the Swiss national ice hockey team sponsorship, and content productions featuring personalities such as Jule X and MC Hero.

For more information about the campaign and the agency, visit www.eseagency.ch.

Responsible at Denner: Raphael Werner, René Emmerich, Lorena Frank, Laura Kovac, Ebba Gregor, Sara Zanon. ESE Agency Concept: Elia Binelli, Severin Gamper. Produced by ESE Agency: Tamila Ineichen, Ian Weber, Mirco Hunziker, Yannick Studer, Noah Rakic, Adrian Rupp, Jan Lüthi, Geena Gugolz. Manifesto Films: Reto Salimbeni (Director / Executive Producer), Shannon Mildon (Head Producer), Michelle Bucher (Producer), Tilman Cluss (Post-Production Producer / Editor). External Partners in Charge: Nina Rolle (JBW Media AG / Media).