ESE Agency launches campaign for Metalli Zug
The Metalli Zug shopping center is launching a new awareness campaign in collaboration with the creative agency ESE Agency. The «Findsch im Metalli» campaign focuses on approachable communication in a friendly local dialect and will be rolled out throughout the canton of Zug via posters, digital out-of-home advertising, and social media.
Metalli Zug is getting a fresh new look. The creative agency ESE Agency won the account through a pitch and is further developing the visual identity of the shopping center in the heart of Zug. The first major wave of the campaign has been visible throughout the canton of Zug since last week and marks the launch of a modernized brand identity.
At the heart of the campaign is the tagline «Findsch im Metalli.» Written in a charming local dialect, the campaign highlights the wide range of over 50 stores and restaurants. Whether it’s «Everything you need for your self-care day?» or «Everything you need for your home gym?»—the message remains clear: At Metalli, you’ll find the right solution for nearly every aspect of life.
Fisheye lens and vibrant colors
Creative Director Severin Gamper opted for a concept designed to stand out. The fisheye-style visuals create a sense of both intimacy and depth, while the bold colors grab attention. The campaign dares to break new ground for this historic location. The messaging is displayed on traditional posters as well as on digital out-of-home screens—spread throughout the canton of Zug, with a focus on downtown Zug.
Content Instead of Advertising on Social Media
The social media presence has also been fundamentally reimagined. On Instagram and TikTok, Metalli focuses on content—keyword: social by design. Strong content curation boosts a sense of connection. This familiar face guides the community through the center, showcases trends, and offers behind-the-scenes insights. Through this personal and unobtrusive approach, Metalli becomes more than just a place to shop.
«The fact that we’re able to kick things off with Metalli and such a bold campaign right away shows the trust they’ve placed in us. We’re incredibly happy about that,» says Project Manager Geena Gugolz.
ESE Agency is a young advertising agency based in the Zurich area that specializes in websites, branding, campaigns, strategy, and content marketing. Over the past seven years, the agency has grown from a team of three to a team of over thirty.
Person in charge at Metalli: Gregor Schaller, Walter Speck, Viola Kempf. Contact person at ESE Agency: Emanuel Ernst, Severin Gamper (Creative Director), Geena Gugolz (Project Manager), Fabian Weibel, Damian Steffen, Rozalia Budimir, Eleonora Trifunovic, Ian Weber, Lino Haltinner, Noah Rakic.
