Mona and Mateo for Laax: Every advertising medium a statement of longing
For the vacation destination Laax, Mona and Mateo has implemented a new campaign that is intended to trigger longing in the target group in short moments.
Laax is one of the most popular tourist destinations in Switzerland. Every year, the vacation destination in Graubünden attracts visitors from all over the world. Now Laax is launching a new campaign for the 2022/23 winter season together with the creative agency Mona and Mateo.
Anyone who has been to Laax once longs for it again and again. Director Alexander Tank has turned this feeling into a film with the production Schau. He tells the story of a young couple that can hardly wait to meet again in Laax - to party, dance, ski through the snow or climb over the rocks. In short: to be able to experience unique moments in Laax again and again.
Mona and Mateo have formulated this feeling in a campaign motto: "Every second Laax". This motto forms the platform for the campaign, which takes the film as its basis and translates it into advertising material. Because longing is a big thing - but one that can be wonderfully told in short moments.
Focus on individual seconds
Thus, the campaign does not show the big events, but the individual seconds that make Laax unique: seconds on the slopes, seconds on the dance floor, seconds on the hiking trail - "Every second Laax" in fact. With this message, the campaign aims to convey the intensity of the resort in a short form.
Added to this are graphic elements that can be used flexibly - and perfectly link message, vacation destination and film. In this way, every advertising medium in the campaign is intended to become a declaration of longing for Laax. The campaign has been in use on social media, digitally out of home, and in cinemas since December 22.
Responsible at Laax: Eliane Bernasocchi-Volken, Isabel Rester, Dominik Baumgartner, Mathias Wittwer. Responsible with Mona and Mateo: Nicole Waldis, Hannah Mey, Tabea Ott, Otis Horiuchi, Mona Fluri, Mateo Sacchetti. Responsible for show: Anne Sommer, Elia Mannhart, Jeremy Marugan, Constantin Popp, Manuel Sieber. Director: Alexander Tank, DoP: Fabio Tozzo.
