The Swiss Association of AOP-IGP chooses Openroom
The Swiss Association of AOP-IGP has awarded the Zurich-based agency Openroom a five-year contract. The initiative kicks off with a major national advertising campaign aimed at making AOP and IGP specialties a topic of conversation in Switzerland.
The briefing called for a somewhat provocative tone to set the campaign apart from others in the food industry. To achieve this, the team led by Creative Director and owner Eric Voser drew inspiration from the quintessentially Swiss institution of direct democracy when developing the campaign.
In the run-up to the referendum on February 9, 2020, consumers are once again being urged to vote through posters, advertisements, social media, and banners. In this case, however, not at the polls, but in stores at the shelves—where AOP (Appellation d’Origine Protégée) and IGP (Indication Géographique Protégée) products from various regions of Switzerland are sold.
The visual design and the bold tone of the «slogans» on the various advertising materials are deliberately modeled—with a touch of humor—on the election and referendum campaigns of the various political parties.
A total of 41 themes are being used: 8 national themes with messages on safety, tradition, culture, and general references to AOP-IGP products, and 33 regional themes with explicit references to the various AOP-IGP products from different cantons and regions.
Person in Charge at AOP-IGP: Alain Farine (Director); Sabine Leuba (Communications/PR). Person in Charge at Openroom.ch: Eric Voser (Creative Direction/Strategy); John Leuppi (Copy and Concept); Dagmara Garner (Consulting/Social Media); Monica Kissling (Client Service Director); Andreas Konrad (Art Direction); Remo Wyss (Digital Art Direction); Yves Roth (Photography); Robert Aebli (Photographer’s Assistant).
