Neutral conceives Jelmoli's first campaign after rebranding
With the first major campaign after the 2020 rebranding, Jelmoli wants to demonstrate its will to reinvent the department store. It was conceived by the Neutral agency.
The 12-point manifesto is a playful guide to action for conscious, holistic consumption and enjoyment. The campaign makes people aware of their own behavior patterns and brings new ideas into play in an undogmatic way. For inspiration, a variety of personalities and friends of the house were photographed, who make up contemporary Zurich and each stand for a point in the consumption manifesto.
Jelmoli says: "The department store today must be holistic: a marketplace and playground of feelings, things, ideas and personalities. Jelmoli is a meeting place for good experiences, for encounters with regional and international producers, for friends and acquaintances. New gastronomic venues and offerings help to achieve this."
The fall campaign 2022 is based on a 12-point manifesto with which Jelmoli wants to provide a tongue-in-cheek guide to consumption 2.0. The manifesto is intended to clarify the department store's core values, as well as its view of consumption and how to deal with it consciously. It will accompany Jelmoli over the coming seasons and will be continuously updated with content, offers, collaborations and O voices.
The casual expression and simultaneous use of German and English reflects the melange of Jelmoli customers: locally located, of national and international origin, cosmopolitan, interested in the now. The campaign claim is "Consume. Consciously and with love."
Nina Müller, CEO Jelmoli, explains: "Consumption is something beautiful - but this does not exclude a conscious approach to it. We want to be a platform for thinking about consumption in a fun but also critical way. We are particularly pleased that the faces of the campaign, real Zurich personalities and friends of Jelmoli, share these values and want to help shape the future of consumption together with us."
The campaign, conceived by the Neutral agency, shows twelve motifs with Zurich personalities, all of whom have a connection to Jelmoli. Each motif is assigned a point from the manifesto, and the personalities were photographed in their real surroundings.
Responsible at Jelmoli: Patrick Benz (Head E-Commerce & Data Analytics), Cécile Moser (Head Marketing & Communication), Carmen Hirzel (Content Lead), Martina Piechocinski (Digital Marketing & Campaign Management), Patricia Schölly (PR Management). Responsible at Neutral: Rudolf Schürmann (strategy, concept, text), Michelle Nicol (concept and curation), Inna Schill (project management and press). Design Partner: Data-Orbit.
