Openroom promotes the Tête de Moine AOP with its rosette torque
The Zurich-based creative agency Openroom loves Tête de Moine AOP and, above all, its unique feature—the fact that it is shaved using a Girolle and then enjoyed in the form of «rosettes.» In a commercial, the agency is now fully focusing on dramatizing this unique moment.
Tête de Moine AOP is a cylindrical semi-hard cheese with a pure, aromatic taste that becomes more pronounced as it matures. This extremely popular cheese has a long history: the monks at Bellelay Abbey were already scraping their Tête de Moine AOP with a raised knife in 1192. With the invention of the girolle in 1982, the "rosettes" could then be enjoyed effortlessly around the world - and in a very unique way.
The agency has now reduced this very special way of enjoying Tête de Moine AOP to a simple hand movement and dramatized it in a commercial. It shows three different scenes of enjoyment in which people sit together at the table and eat. And all the scenes end in the same way - with someone making this one hand movement, which does not stand for ordering or paying, but rather for "rolling". With this special idea, Openroom anchors the uniqueness and characteristics of Tête de Moine AOP in the minds of the target group and at the same time makes the cheese tasty in a relaxed and playful way. In addition, this hand gesture helps the Tête de Moine brand to assert itself in different languages and cultures - and the resolution with the slogan "Simply unique." fits in perfectly.
The commercial is currently being shown on Swiss television and is being accompanied on social media.
Responsible at Tête de Moine AOP: Martin Siegenthaler (Managing Director) and Patricia Isler (Project Management). Responsible at Openroom: Eric Voser (Creative Director), Tamara Haf (Art Director & Digital Designer) Andreas Konrad (Senior Art Director), Berivan Günüc (Strategy & Social Media Manager) and Monica Kissling (COO). Realization and production: Hervé Hiolle (Director), MYSTIK: Jérôme Scherly (Dir. Commercial), Raoul Mercier (Director Assistant), Nils Rochat (Camera), Vera Guala (Styling) and Karin Brönimann (Hair & Make Up).
