thjnk Zurich: Migros Promotes Its Regional Roots with Place Name Signs
The new campaign by thjnk Zurich for Migros uses place-name signs as a symbol of regional identity. With nearly 40 out-of-home (OOH) ads in all three national languages and a campaign video, Migros humorously showcases its connection to all regions of Switzerland.
Migros has been firmly established in Switzerland for 100 years and, during that time, has come to know all the regions and their unique characteristics. To highlight this regional presence and the diversity of its product range, the new campaign by thjnk Zurich features a symbol that represents regional identity like no other: town signs.
Evocative names like «Au,» «Bellikon,» and «Paradiso» are playfully paired with Migros products. In this way, the retailer humorously demonstrates that it carries something suitable for every region in its product lineup. The result is nearly 40 out-of-home ad campaigns in all three national languages—all featuring photos of the actual place-name signs.
The accompanying campaign video tells the story of a pair of trucks on a road trip through Switzerland:
As they travel, the driver and her student pass through a wide variety of towns and make a game out of finding the right product for each place. Separate versions of the film were shot for the three language regions—featuring towns in French-speaking Switzerland and Ticino. The campaign is also supported by short-form videos on social media.
Responsible at Migros: Rémy Müller (Head of Marketing & Communications), Frédéric Zürcher (Head of Campaigning & Sponsorship), Désirée Strassmann (Head of Campaigning), Bojana Taraba (Project Manager, Campaigning), Erasmo Palomba (Creative Producer), and Simone Blaser (Head of Media). Responsible at thjnk Zurich: Alexander Jaggy and Pablo Schencke (Managing Directors, Creation), Lukas Amgwerd and Lukas Frischknecht (Creative Direction), Johannes Gorsboth (Copywriting), Alba Dita Rau and Mara Schwegler (Art Direction), Xenia Marty (Graphic Design), Andrea Bison (Managing Director, Consulting), Fiona Wishart, Marisa Studer, Andrea Häfliger, Claudia Ziltener (Consulting), and Gordon Nemitz (Managing Director, Strategy) were responsible. External partners: Czar Film AG (film production), Bart Timmer (Director), Sebastian Winterø (DOP), Florian Nussbaumer (Executive Producer), Jessica Sonderegger (Producer), Patrizia Jaeger (Styling), Ioannis Sochorakis (Art Department), Katerina Carambellas (Makeup), Alexander Jurkat (Editor), Erik van den Heuvel (Colorist), Jingle Jungle (Sound Studio), VisualEyes (Photo Production), Tina Sturzenegger (Photographer), Jingle Jungle (Sound Studio).fie), Christian Splettstösser (food styling), Aschmann Klauser (image processing)
