TBWA\Zurich for Coop: Variety for me and you
With its long-established «Für mich und dich» platform, Coop is continuing to develop its umbrella brand communication in collaboration with TBWA\Zürich. The new image campaign tells the stories of people for whom Coop plays an integral role in everyday life—in a personal, relatable way that’s a little different for each and every one of them.
Coop stands for diversity. For a product range that is as broad as it is deep, for the densest sales outlet network in Switzerland and for strong freshness and brand expertise. For around 20 years, Coop has been telling this story from a clear proximity to its customers and their needs. Now this perspective is being sharpened further: because the diversity of the role that Coop plays in its customers' everyday lives becomes particularly apparent when their personal stories take center stage.
The new TBWA\Zurich image campaign takes precisely this perspective of the people who shop at the Coop every day and playfully takes the idea of diversity a step further. The idea behind it is as simple as it is captivating: because everyone shops differently, Coop is also a different store for each person. Or to put it another way: your Coop is not my Coop - and that's why it's just right for everyone.
Loving exaggeration of everyday situations
At the heart of the campaign are several TV and online commercials, created by the Swiss directing duo Fröhlich and produced by Shining Film. By lovingly exaggerating everyday situations, the stories tell how diverse the importance of Coop can be for its customers. The diversity of the Coop range saves a girls' night out, two neighbors go to different specialist retailers - and finally meet again at the Coop. Teenage twins turn Unique vegetables into viral content, and a boy knows every type of orange juice on the shelf as a matter of course. Different lives, different shopping lists, but the same realization every time: everyone finds exactly what they need at the Coop.
The moving image campaign has been on display throughout Switzerland since January 5 and will be supplemented by a number of other media channels.
Client: Coop Cooperative; Agency: TBWA\Zurich; Production Company: Shining Film AG; Direction & Editing: Cheerful; SoundDesign & Voices: DubDub Studios; Music & audio mixes: HitMill; Media Planning: TWmedia
