Schindler Image Campaign: When Nothing Happens, Everything Runs Smoothly
Rosarot has developed a branding campaign for Schindler that makes the invisible visible: perfect reliability that requires no explanation—and that is precisely the message.
Good elevators rarely stand out—and that is precisely their greatest strength. Based on this insight, the Zurich-based boutique agency Rosarot developed a brand campaign for Schindler that doesn’t merely claim reliability, but consistently showcases it: as the absence of incidents.
«Calm and Reliable»—Schindler’s branding campaign centered on simplicity
For decades, Schindler has stood for reliability, service, and Swiss quality. While this is clearly a strength for the company’s performance, it makes communication difficult: something that always works doesn’t attract attention. Rosarot flips this logic on its head and turns it into a creative principle. Instead of relying on big images or dramatic stories, the campaign focuses on radical simplification—and reveals what would otherwise remain invisible: consistent, seamless operation. The main message is «Calmly reliable.».
The DOOH and OOH ads consistently translate the idea into their headlines and present monotony as proof. Where other campaigns seek drama, Schindler simply delivers: nothing. And that is the real message.
Tailored to the channel – by What The Duck
Unlike a traditional branding campaign, What The Duck—Rosarot’s in-house social media agency—relies on a stark contrast: Influencers, YouTubers, and directors specifically seek out dramatic moments—but they have to cross the Schindler elevator off their list of filming locations because nothing ever happens there. This concept is being rolled out nationwide in Switzerland across OOH, DOOH, social media (Meta, LinkedIn, and TikTok), and as display ads.
Roman Schenkel, Head of Marketing & Communications at Schindler Elevators, comments on the collaboration: «Developing the brand campaign with Rosarot/WTD was a lot of fun. At the heart of the DOOH campaign is our most important USP: the nearly 100% availability of our elevators and escalators. This is made possible by our nationwide presence in Switzerland and the high level of expertise of our service teams. Three humorous short stories were created for the social media campaign based on the slogan »calmly reliable.’ We were able to rely fully on the creativity and strong ideas of both agencies.”
Less fuss, more impact
With this campaign, Rosarot succeeds in highlighting one of Schindler’s greatest strengths: reliability that goes unnoticed—because all users have come to expect nothing less from Schindler. Founded in 1874, the company is one of the world’s leading providers of elevators and escalators. Every day, Schindler’s mobility solutions transport more than two billion people around the world. Behind this are more than 67,000 employees in over 100 countries; in Switzerland, the company employs more than 3,000 people at 13 locations.
Contact at Schindler: Roman Schenkel (Head of Marketing & Communications), Laura Truschinski (Customer Marketing Manager), Xara Jäggi (Social Media Manager)
Responsible at Rosarot: Matthias Koller (Creative Director), Carmen Stähelin (Senior Copywriter, Concept), Pablo Kunz (Art Director), Fabio Montefiori (Motion Design & Graphic Designer), Maria Alcover (Motion Design), Claire Hulla (Graphic Designer), Antonia Lattarulo (Head of Performance Marketing), Alessia Togni (Consulting)
Responsible at What The Duck: Franz Neugebauer (Senior Copywriter, Concept Developer), Seraina Kurer (Junior Copywriter), Marina Milillo (Multimedia Producer), Laila Kalman (Head of Social Media Consulting)
