Apple Day: When Adam and Tell Write Letters
To mark Apple Day, the Swiss Fruit Association, in collaboration with Ogilvy, is launching a campaign centered on historical letters to the national fruit.
A Celebration of the National Fruit
To mark Apple Day, the Swiss Fruit Association, in collaboration with Ogilvy, is launching a campaign focused directly on the apple. To celebrate this legendary fruit in style, several prominent figures from cultural history are putting pen to paper.
According to the Swiss Fruit Association, the apple is Switzerland’s most popular fruit: it comes in a wide variety of types, is convenient to take with you, and is packed with vitamins and trace elements. As part of cultural history, the apple has played a significant role in the creation of stories, legends, and inventions. It even played a role in Switzerland’s independence. This is precisely what the Swiss Fruit Association is now highlighting through letters from Adam, Eve, William Tell, and Isaac Newton. In these letters, the four reflect on their formative experiences with the legendary fruit in honor of Apple Day.
Four Voices from History
Adam, as the apple's first customer, feels he has been misled and is now demanding a hefty compensation. Eva points out that the apple sparked humanity’s curiosity. Isaac Newton writes about how his observation under the apple tree led him to the discovery of gravity. And William Tell uses the day to pay the Swiss national fruit the tribute it deserves after hundreds of years.
From Posters to Online Videos
To complement the OOH and print campaign featuring the printed letters, Adam—the letter-writer—was brought to life in an online video created in collaboration with the film production company Shining and the recording studio JingleJungle. The scenes were rendered in the style of a painting to match the old-fashioned story, while modern elements bring the story into the present day. During the voice recording, the narrator even took a bite out of a real, legendary Swiss apple.
The campaign was launched around Apple Day on September 11 and can be seen on posters, in digital ads, on social media, and in print ads.
Responsible at Swiss Fruit Association: Chantale Meyer (Head of Marketing/Communications), Tanja Troxler (Marketing Specialist)
Responsible at Ogilvy: Bruce Roberts, Avsar Yildiz, Isabelle Hauser, Tim Ruf, Julia Staub (Creative), Dany Boletas, Felicia Aepli, Sina Mazziotta (Motion Design), Franziska Saxer, Hannah Edlinger (Consulting), Kathrina Seiler (DTP), Film Production: Shining, Stefan Girtanner (Production), Ksawery Oroczko (AI DOP / Director), Voice Recording and Sound Design: JingleJungle, Federico Bettini
