Horny future

The motifs have a 60s look and come in comic strip format. Their garish appearance and messages that are confusing at first glance, such as Christmas bathing weather with a swimwear sale in Switzerland, make them stand out. For the conception of the new campaign, Myclimate collaborated for the first time with the Bern-based agency Maxomedia.

Future is the guiding theme of the new Myclimate communication. In addition to the tagline, the disruptor "Geile Zukunft" (horny future) dominates the motifs. At first glance, this suggests that the various stories are apparently positive developments. Environmental topics such as Christmas bathing weather in Switzerland are advertised, as are consumer stories with bananas from Finland or technical innovations ("animal gallery on new smartphones"). On closer inspection, however, the many question marks stand out, reinforcing the idea of whether this is actually a "horny vision of the future". Visually, the motifs with their comic-strip look and choice of colors are reminiscent of the attitude to life in the 1960s, when a positive vision of the future was prevalent in society.

"With our offerings, we are committed to a future worth living. That's why we want to use the campaign to draw people's attention to the issues of climate protection and climate change, to raise their awareness, and to trigger a thought process," says René Estermann, managing director of Myclimate, describing the campaign's goal. "Upon further examination of the topic, it quickly becomes clear that these visions of the future are not ones worth striving for," says Estermann.

"Warning finger campaigns often only provoke. Let's approach the subject humorously. Climate protection shouldn't be a burden, but a fun part of everyday life. That way, the future will be cool and we can continue to enjoy our world," says Reto Schild, Creative Director at Maxomedia.

The motifs are designed for use in both digital and traditional print. At the start, Myclimate is planning selective e-boards and online placements as well as communication via high-reach print formats. The campaign marks the launch of further communicative measures. "There are countless examples of how sustainable solutions are already being used today to create an "awesome future", and we will be presenting these bit by bit," explains René Estermann.

Responsible at Myclimate: René Estermann (Managing Director), Kai Landwehr (Head of Marketing), Kathrin Dellantonio (Head of Sales, Marketing, Communication), Stephan Hayoz (Project Manager Visual Communication). Responsible at Maxomedia: Simon Muster (overall responsibility), Andrey Klemenkov (concept/idea/text/art director), Reto Schild (creative director), Yves Krähenbühl (design/text), Anouk Karrer, Antonia Bekiaris (text/concept).