Schroten's "Zwhatt" Campaign: When the Mother-in-Law Stays
Three new short films focus on quality of life rather than square meters: The storytelling agency Schroten has developed a follow-up campaign for the Zwhatt neighborhood in Regensdorf that is running on Connected TV, in movie theaters, and on social media—and has already been nominated for the BCM Award.
Zwhatt Campaign: Quality of Life Instead of Floor Plans
How do you convey quality of life? For the Zwhatt neighborhood in Regensdorf, the Zurich-based storytelling agency Schroten has found an answer—and brought it to life in three new short films. The Zwhatt campaign picks up where traditional real estate advertising leaves off: not with apartments or square meters, but with the possibilities that life in the neighborhood opens up. The spots were once again developed and produced in collaboration with director and cinematographer Tom Gibbons, on behalf of Pensimo Management.
Hundreds of people already live in the Zwhatt complex in Regensdorf. More will join them starting in the fall of 2026, when the neighborhood’s second high-rise building is ready for occupancy. The three new spots mark this moment—and highlight the community offerings of the complex.
The Mother-in-Law as the Protagonist
In the main commercial, the mother-in-law comes to visit. She settles into the guest rooms—which can be booked via the Areal app—and proves herself superior to her daughter and son-in-law in every way: during her fitness workout in the common room, at table tennis, and even when it comes to work-life balance and workations. Because Areal makes it possible to combine all of that and more, she decides—despite the family’s lack of enthusiasm—to stay a few more days.
The other two films round out the story: In one, characters discover the spa with its cold-plunge pool in their own unique way; in the other, an ice cream from the new gelateria provides the long-awaited relief from the heat.
Zwhatt Campaign on Connected TV, in Movie Theaters, and on Social Media
The commercials are currently airing on Connected TV. The campaign is accompanied by a movie theater campaign in German and English, as well as a whole series of “Gelbmänteli” posts on social media. The agency Grip is responsible for distribution, and the graphics were designed by Bivgrafik.
The campaign is a continuation of the 2025 campaign, which m&k has already reported on. That campaign is currently on the shortlist for the 2026 BCM Award—a nomination that further highlights the approach of emotional, everyday storytelling.
For more information about the Zwhatt site, visit https://www.zwhatt.ch.
Responsible at Pensimo Management: Ana Alberati (Managing Director of AST Pensimo), Bruno Fritschi (Managing Director of AST Turidomus).
Responsible for grist: Adrian Schräder (Overall Responsibility), Nicola Brusa, David Fehr, Michèle Roten (Editors), Leonie Moeri (Project Management), Photos: Désirée Good. Film: Tom Gibbons & Adrian Schräder (Concept), Michèle Roten, Adrian Schräder (Text), Dominik Wolfinger (Script Supervisor), Tom Gibbons (Director, DOP, Editor, Color Grading), Casting Agency: Streetcasting, Cast: Anina Sara Baumgartner, Felician Hohnloser, Carmen Roy, Daniel Binggeli, Arian & Fiona; Mirjam Käser, Maude Mahrer (Styling), Nicola Fischer (HMU), David Fehr, Sophia Meierhofer (Production Assistants), Graphics: Atelier Dessert, Fabian Stacoff, Lighting: Cinelight, Niculin Felix, Alan Bossart; Nils Gabelgaard (Camera Assistant), Sound Design: Tonverein, Kurt Human, Julian Joseph, On-Set Sound: Julian Joseph. Voice-over Recordings: Dub Dub Studios. Music: Bespoqe, Cyril Boehler.
Responsible at Grip: Malou Eigenmann, Nino Zuberbühler (Consulting), Adrian Huwiler (Distribution Strategy).
Responsible at Bivgrafik: Elias Müller, Emma Leuthold.
