Publicis and Victorinox celebrate 125 years of Swiss Army and Sport Knives
In collaboration with Victorinox, Publicis developed the global anniversary campaign for the «Swiss Army Knife.» Victorinox is treating itself—and all its fans—to a faithful replica.
On June 12, 2022, the Swiss Army and Sport Knife celebrated its 125th birthday. The worldwide anniversary campaign celebrates what people all over the world have been able to achieve, create and master with it since then. Because the little "pocket knife" is not only a tool, but also an expression of a proactive, curious and cosmopolitan attitude to life.
125 years always with us
Under the claim "Part of your journey," the campaign dramatizes precisely this attitude to life. Whether you want to express your creativity, try something new, share a snack, or simply fix something in your everyday life, for millions of people the Swiss Army and Sport Knife is the constant at their side.
"The multiple uses and the mindset of those who have one are then also central elements of the anniversary campaign," explains Priska Meyer, Senior Art Director at Publicis. "It was important to us that people can recognize themselves in the campaign. That together with us, they remember the beautiful moments they experienced with their 'sack knives' and at the same time look forward to new ones." As a result, the modern and fresh imagery reflects the everyday yet calm and high-quality nature of Victorinox."
A special birthday gift to all fans
Of course, a special birthday present should not be missing on this memorable occasion. To mark the anniversary, Victorinox therefore launched a replica of the original officer's and sports knife, limited to 9,999 pieces, on June 12. Apart from a few unavoidable material adjustments and quality assurance processes, this knife was produced exactly as it was 125 years ago. To achieve this, the designers and constructors at Victorinox went deep into the archives and had to almost reinvent some of the processes. Accordingly, the anniversary campaign also includes three online films that tell the story of the development and production of the Replika 1897.
The campaign has already been running worldwide since May and includes OOH, print and DOOH as well as numerous measures on social and at POS.
Responsible at Victorinox: Veronika Elsener (Chief Marketing Officer), Daniela Sandau-Jensen (Head of Content Factory), Tessa Ramezani (Senior Content Project Manager). Responsible at Publicis Zurich: David Lübke (Creative Director), Priska Meyer (Senior Art Director), Anatole Comte (Art Director), Jonas Koutrios (Junior Art Director), Yoel Inderbitzin, (Graphic Designer), Gvozden Milosevic (Graphic Learner), Sandro Looser (Client Service Director), Adrianna von Moos (Account Director), Roger Oberholzer (Executive Strategy Director), Angelina Tovirac (Communications Strategist), Matthias Koller (CEO). Advertising Production & Content: Prodigious, Stefan Rüegg (Head of Video Production), Matteo Attanasio (Video Producer). Photo/Motion Picture: Studio Voile LLC (production), Lina Baumann (producer), Nicole Bachmann (photography), Jonas Bak (DoP/moving image).
