Republica finds new (W)places for the Jungfrau Ski Region

"The Jungfrau Ski Region has returned to the Champions League of winter sports. The enormous diversity and unique characters of the winter sports region and the winter sports resorts play the main role in this campaign. We are happy to accept that our stars Eiger, Mönch and Jungfrau are not at the forefront of the stage for once," says Urs Kessler, Director of Jungfrau Railways.

With this in mind, the creatives at Republica set about creating a campaign that highlights all of these supplements, while also focusing on the destinations within the Jungfrau Ski Region. "Grindelwald, Wengen, First or Mürren; these are all beacons of world renown that can easily be described and treated as ingredient brands, which is why we have also placed the focus and dramatization on these place names," explains Republica CD Re Wilk.

A fresh interpretation of the unique

Consequently, Republica makes it clear that it doesn't just feel like "wow" here in the Jungfrau Ski Region, that it's not just brilliant and delicious here - and also that there's an improvement on fantastic. The places become words that carry added value: "Grindelwow", "Wengenial", "Firstastic", "Grindelicious" and "Mürrentspannt". "Grindeljöööö" is also intended to emphasize the explicit family friendliness and the long-established offer "Children travel free on Saturdays". The dramatized destination keywords are staged in the landscapes and panoramas of the Jungfrau Ski Region and are deliberately reminiscent of posters of ski regions from the 1950s and 1960s in their minimalism.

From poster to moving image

In addition to the wide-ranging poster and DOOH campaign, the subjects are used in banners and social ads. Republica has also translated the core of the idea into film plots and created spots for the main regions of Grindelwald and Wengen that combine and dramatize the sound of the campaign with the actual experience, so to speak. The spots were realized by Synkron, [Remotepost] and Navada. The films are intended to make it clear that there is no getting around the Jungfrau Ski Region if you want more.

Responsible at Jungfrau Railways: Urs Kessler, Director; Giulia Müller, Head of Marketing Communications; Remo Käser, Head of Marketing & Sales, Member of the Executive Board; Olivia Kaiser, Content Producer; Joel Staubli, Polygrapher; Yvonne Moser, Polygrapher; Ann-Sofie Tant, Content Manager; Sagal Comafai, Content Manager; Achim Schneider, Team Leader Content & Online Marketing; Anna-Lea Huber, Social Media Manager. Responsible at Republica: Bala Trachsel, overall responsibility; Re Wilk, Creative Direction; Florian Birkner, Creative Direction; Annina Mettler, Art Direction; Fabienne Homberger, Inhouse Production; Flo Schmid, Production Art; Nina Hofmann, Motion Design; Michael Dängeli, Senior Account Management; Stephanie Frei, Account Management; Valerie Koenen, Content Creation. Production: Mariska van Lavieren, Laura Šerić (Navada); Synkron (director); Ari Zehnder, Edit [remotepost]; Bardo Eicher, Sound [remotepost]; Janos Menberg, VFX/Color [remotepost].