Pop stages prismatic campaign for Steps 2026
The Migros Culture Percentage Dance Festival "Steps" will take place from March 5 to 29, 2026. For its 20th edition, renowned dance companies will perform on 38 stages across the country. The public awareness campaign is being staged by the Zurich-based agency Pop Creative Services and features a prismatic visual style.
Steps, the Migros Culture Percentage dance festival, has been enriching the Swiss cultural landscape since 1988. For around four weeks, companies from Switzerland and abroad bring contemporary dance to stages all over the country - from large city theaters to alternative cultural venues and regional multi-purpose halls. This unique festival structure gives a broad audience direct access to dance, creates spaces for encounters and opens up new perspectives.
Prismatic imagery as a central element
The communication campaign also offers surprising perspectives: a prismatic visual world fans out contemporary dance in all its facets. Because art is created where perspectives shift. The campaign assets convey the art form of dance in a light-footed and untamed way. They were realized in close collaboration with the renowned Swiss photographer Brigitte Fässler, under the movement direction of Ihsan Rustem and Marine Besnard.
The campaign is now running nationally on posters, DOOH, in ads, display banners and social media as well as in Migros stores, on merchandise and at the 38 venues.
Responsible at MGB / Migros Culture Percentage Dance Festival Steps: Barbara Brandmaier (Head of Communication Steps), Valeria Felder (Festival Director), Linus Küng (Social Media Management), Ihsan Rustem, Marine Besnard (Program Team), Nani Khakshouri (PR), Gerda Treml (Head of Communication Culture), Thomas Pittino (Head of Culture). Photo/Film: Brigitte Fässler. Dancers: Sophie Gerber, Lucas van Rensburg, Giuliana Sollami, Wittha Tonja. Program trailer: Rubén Darío Bañol Herrera. Concept, creation and realization: Pop Creative Services, Roli Hofer, Michi Benz.
