Advico Young&Rubicam: "I am" the way I am
The products in Migros« »I am« skincare line have been advertised for two years now with TV commercials that celebrate the brand message »I am, as unique as you« using Gloria Gaynor’s famous song »I am what I am.” Now, Advico Young&Rubicam has been commissioned to continue the campaign in print.
Five subjects were created. The headlines are a mix of the brand name "I am" and individual characteristics that are aimed at both the users and the product benefits. The ads can now be seen in various print media and in the first iPad edition of Schweizer Illustrierte. The TV commercial for the skincare line can also be viewed in the ad, which has been specially adapted for the iPad.
Responsible at Migros Genossenschafts-Bund: Ursula Künzle, Daniel Hasenfratz (Marketing Communication), Adrian Känel, Regina Diethalm, Verena Egger (Category Management). Responsible at Advico Young&Rubicam: Markus Gut (CCO, overall responsibility), Fabienne Marcolin (AD), Julia Brandstätter (text), Susan Baumgartner (Managing Director), Edi Walker, Rémy Müller (consulting), production: Maria Schönbucher, photography and image processing: Christian Ammann.
Responsible at Migros Genossenschafts-Bund: Ursula Künzle, Daniel Hasenfratz (Marketing Communication), Adrian Känel, Regina Diethalm, Verena Egger (Category Management). Responsible at Advico Young&Rubicam: Markus Gut (CCO, overall responsibility), Fabienne Marcolin (AD), Julia Brandstätter (text), Susan Baumgartner (Managing Director), Edi Walker, Rémy Müller (consulting), production: Maria Schönbucher, photography and image processing: Christian Ammann.
