UBS and Publicis show that Switzerland doesn't just need bankers
Together with the SwissSkills Foundation, UBS is committed to vocational training. Publicis Zurich has developed a campaign that highlights the importance of professional diversity for Switzerland as a business location.
As a founding member and partner of the SwissSkills Foundation, UBS has been promoting the reputation of apprenticeships in Switzerland since last year. The declared aim of this commitment is to reposition apprenticeships as what they are: an excellent career start with countless development opportunities. After all, if Switzerland is to continue to flourish as a business location, it needs well-trained professionals from all sectors.
This is precisely where the campaign designed by Publicis comes in. In two films, bankers are presented with a technical task in which they are not particularly adept. In a self-deprecating way, they illustrate how little sense it would make if Switzerland consisted only of "bankers". And to prevent this from happening, we need vocational training, which UBS supports.
"The campaign is obviously not intended to call the banking profession into question, but rather to recognize the diversity of the professions," explains Daniel Fischer, Head of Marketing Region Switzerland, UBS Switzerland. "The financial sector is an important pillar of the Swiss economy. However, what makes our country unique is the dual vocational training system and the high standard of training in the individual professions. It would be unthinkable if I had to work on the electrical box myself. I'd rather leave that to the specialists."
The campaign not only promotes UBS's general commitment, but also the world's largest vocational show: SwissSkills 2018 in Bern, where young people can experience over 130 different professions live on site from September 12 to 16.
In addition to the films, Publicis has realized a campaign mix with print, OOH and various online and social media measures with extension into the UBS branch network, which is also supplemented by a strong UBS stand presence at SwissSkills 2018 and numerous volunteering assignments by UBS employees on site.
Responsible at UBS: Daniel Fischer (Head of Marketing Region Switzerland), Sonja Kingsley-Curry (Head of Creative Concepts & Campaigns), Markus Egloff (Project Manager Creative Concepts & Campaigns), Oliver Vedolin (Head of Content Marketing & Dialogue), Sanja Rikanovic (Digital Marketing Specialist), Joël Frey (Content Marketing Specialist), Mathias Kunz (Trade Fair and 3D Specialist). Responsible at Publicis: Jan Kempter (Text), Andrea Klainguti, Marvin Hugentobler (Art Direction), Peter Brönnimann (CD), Meret Lauener, Jacqueline Willimann, Stephanie Galfano (Consulting), Thomas Wildberger (CEO). Responsible for production: Bart Timmer (director), CZAR Switzerland (film production), Thorne Mutert (executive producer), Vincent Taeger, Sandy Blum (producer), Jingle Jungle (sound studio), Yves Bachmann (photography), Visualeyes (photo production)...
