1:0 for the environment

 
Disposal ViznerBorel and Manifesto Films have scored the first goal for Euro 08. 
Euro 08 is approaching - and so is the mountain of waste. A consortium has taken a number of measures to ensure that we are at most on the field of glory and not drowning in waste. Among other things, an elaborate commercial with the meaningful title "A Goal for the Environment" was produced in Zurich. This film was produced for Uefa Euro 08 as part of a joint sustainability concept for Switzerland and Austria in the three areas of environment, economy and culture/social affairs.
The most striking medium for these waste appeals is a commercial that is shown at all public viewings in Switzerland and Austria. It was filmed on Bahnhofstrasse in Zurich.
The advertising agency ViznerBorel has already gained experience with various campaigns on the subject of recycling and was therefore commissioned to develop this anti-littering commercial. No easy task, as Creative Director Guillaume Borel explains: "Nobody is interested in waste disposal just before the kick-off of a match." The agency therefore relied entirely on the power of emotion. "With our concept, we want to involve people, inform them and get them involved."
A Euro shirt as a rewardThe 60-second spot was created by Reto Salimbeni and his Manifesto Films. The commercial adopts the visual language of large advertising films such as those for Coca-Cola or Nike - after all, it has to be able to hold its own in this environment at public viewings. Thanks to a lot of goodwill from everyone involved, however, the budget is "much more modest". How was director Salimbeni still able to conjure up such infectious enthusiasm on the screen as in a sold-out stadium with just a few extras? "The enthusiasm is obviously there in the country. We didn't have to motivate people particularly. The mood of victory shown by the fans in the film is genuinely felt. Many voluntary extras took part purely for fun. All they got for their fee was a Euro shirt." As a filmmaker with Italian roots, Salimbeni is a real football fan. He is therefore familiar with these cheers and victory poses from his earliest youth. "But I didn't want to satirize and ridicule the atmosphere."
Only one day was available for filming. Part of Zurich's Bahnhofstrasse had to be cordoned off for the shoot.
The effort was also worthwhile for those responsible in the city. Initially, the idea of having the commercial filmed even more cheaply by students was mooted. But Euro 08 is about the highest championship. The creatives therefore think it is "fundamentally a good idea to work with professional communication agencies for institutional advertising as well, in order to communicate these important issues professionally".
Salimbeni wanted to use the means of entertainment for his style so that people would want to take in such a message - "for fun and not under the finger of admonition".
The city of Zurich has implemented a communication strategy around the spot that "makes disposal very easy" during Euro 08, as those responsible hope. This concept includes disposable cups as well as internationally understandable signage with newly developed pictograms. These point to the collection points set up throughout the area. And Vizner-Borel is proud: "The first goal scored at Euro 08 is the goal in this film."
Andreas Panzeri