TBWA\Zurich serves up new explanations for the mystery of empty plates
The Oswald brand identity launched in December has a surprising sequel: TBWA\Zürich now dramatizes the secret of empty plates not only in stills, but also in moving images - with a surprising twist.
The campaign for Oswald is based on the insight from TBWA\Zurich that dishes refined with Oswald seasoning mixes, bouillons and sauces taste so good that they are gone in no time. So quickly, in fact, that the campaign visuals can only show empty plates (Markt-kom.com reported).
The story is now being retold in moving images. The 15-second clips created by TBWA\ViDo with director duo Future Punch provide fantastic explanations for the mystery of empty plates. Brought to life by Postoffice Amsterdam, they leave viewers in doubt for a moment before the packshot reveals that Oswald's fine products are in fact behind the mystery.
The new print motifs communicate Oswald's brand promise solely through the power of the claim and the culinary images: The leftover food on the empty plates is staged in such an appealing way that it is intended to whet the appetite and arouse the curiosity of the viewer. QR codes created from leftover sauces lead to matching recipes and products on the website.
The campaign has been on the menu throughout Switzerland since Monday on TV, DOOH, OOH, social media, print, POS and in digital media.
Responsible at Oswald: Lea Paessens (CEO), Riccardo Dillier (Head of Marketing), Talina Peyer (Senior Brand Manager), Lavinia Stecconi (Senior Brand Manager), Sibylle Hasenberger (Brand Manager), Franco Kölliker (Head of Digital & eCommerce), Rachel Juillerat (Editorial & Content Marketing Specialist). Responsible at TBWA\Zurich: Manuel Wenzel, Susanne Weeber, Sabrina Brandenburger, Bettina Klossner, Jan Krohn, Maude Mahrer, Nico Hediger, Carla Hauser, Hannah Züttel, Patrick Milles (creation), Lukas Diem (strategy), Esther Ortega, Lisa Suter, Marija Suvajdžić (consulting), Toni Rubera, Melanie Furrer (DTP), Lorenz Wahl (image editing). Responsible at ViDo Video: Stefanie Bollag Bereiter (Head of Production), Pascal Schuh and Jonas Riemer / Future Punch (Director), Nicolo Settegrana (DoP), RNF DesignFood (Art Department), Esther Egli (Styling), Raphael Toel (Gaffer), Till Schlatter (Key Grip), Postoffice Amsterdam (VFX&Animation), Dom Catena, Fabrice Studer, Nicolao Garcia-Negrello (Editor), Unsere Farben (Grading), nom-nom, Corinne Zeltner, Bettina Ehrismann (Photography).
