Thjnk Zurich: Making cash with Migros products
In its new campaign for Migros, Thjnk Zurich depicts a boy’s transformation from a harmless rascal into a “kids’ boss”—with a touch of humor and plenty of ’80s flair.
Migros is increasingly focusing on its own products in its realignment - as a visible sign of its brand promise: quality at a low price. The first campaign from the pen of Thjnk Zurich gets to the heart of this message with an entertaining story.
At the center of the film is a boy who keeps the change after shopping - a typical childhood moment that becomes the story of a clever child boss in an energetic 80s montage. Together with his sister, he builds up a small financial empire from his savings. The realization by the directing duo Dorian & Daniel is visually peppered with genre allusions and detailed scenes. The specially composed song also pays tribute to the iconic soundtracks of the 80s.
The campaign is flanked by a print and DOOH offensive. In a split-screen approach, Migros products are presented as a smart alternative to third-party brands - the price makes the difference.
Responsible at Migros: Rémy Müller (Head of Marketing & Communication), Frédéric Zürcher (Head of Campaigning & Sponsoring), Désirée Strassmann (Head of Campaigning), Simone Blaser (Head of Media), Michèle Leibacher (Project Manager Campaigning), Giovanna Colucci (Project Manager Campaigning). Responsible at thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Johannes Gorsboth, Corinne Bischof (Text), Mara Schwegler (Art Direction), Andrea Bison (GF Consulting), Anne Klein, Marie Vuilleumier, Max Brunner, Claudia Ziltener (Consulting), Gordon Nemitz (GF Strategy), Thomas Nabbefeld (Agency Producing). Responsible external partners: Feit Film AG (Production), Wiebke Feit (Managing Partner and Executive Producer), Dorian & Daniel (Director), Christophe Collette (DOP), Nikolaus Sauer (1st AD), Ulrich Kreis (Producer), Adrian Cristea (Production Designer), Nafta (Service Production), Wiebke Warndorf (Post Producer, Benjamin Entrup (Editor, Marina Starke & Florian Metzner (Color Grading), Benjamin Kempe (Online Supervisor), Catherine Weber, Marcin Krzanowski, Nepomuk Pfaff, Tommy Lee John (Online, Roman Hinkel (3D), Markus Wollschläger (Conform & Editorial), Supreme (Music & SFX), Jingle Jungle (Mix), Visualeyes with Tina Sturzenegger (Photo)
