Havas presents the commitment of Coop

The motto of Coop's entire sustainability communication is "deeds not words". Coop has been committed to a sustainable product range, animal welfare, environmental protection and social issues for more than 25 years. The more than 250 sustainable deeds were numbered and collected on the online platform taten-statt-worte.ch, for whose interactive conception, implementation and content Goldbach Interactive and YJOO Communications are responsible. This "Tatenbank" forms the heart of sustainability communication and not only provides an overview of Coop's commitment, but also makes the individual measures tangible through facts and figures as well as multimedia content such as images and videos. The website is constantly being expanded, because new actions are being added all the time. And it is supplemented by the "Principles and Issues" section, which provides in-depth background information for interested parties, and the "News and Future" news stream.

Actions instead of words in Coop newspaper, on posters, print subjects and in TV commercials

The deeds for people, animals and nature can not only be discovered online, but the Coop newspaper also reports weekly on new measures in the section "Deeds instead of words". In addition, the deeds play a central role on the poster and print subjects as well as the TV commercials. Whether it's about sustainable fishing, fair and organically produced clothing, exercise for animals, Ünique vegetables or Fairtrade, the five TV commercials tell short stories about Coop's commitment to sustainability. In each case, the focus is on people, such as the inhabitants of a fishing village or children playing while shopping. The honest and light-hearted approach to fundamentally serious topics makes some of the most remarkable deeds emotionally accessible in this way.

Printsubjects

The nine print subjects also pick up on lesser-known deeds in words and images. They address both general commitments, such as animal-friendly attitudes, and concrete actions, such as Coop offering only fresh pineapples from fair trade. The pictures are taken from life and show Coop's commitment in all its facets in a light-hearted and unpretentious way. The round image section is reminiscent of the shape of the earth and brings the deeds visually into focus.

POS measures and online banners

TV commercials, posters, and print subjects will be flanked by various POS measures and online banners. The long-term measures will be seen for the first time throughout Switzerland from mid-February 2015.
 
Responsible at Coop: Jörg Ledermann (Head of Communications, Quality, Sustainability), Thomas Schwetje (Head of Marketing/Services), Sacha Zuberbühler (Head of Advertising), Denise Stadler (Head of Media), Christof Braun (Project Manager Advertising), Oliver Johnson (Head of Digital Marketing), Bruno Cabernard (Head of Sustainability), Conradin Bolliger (Head of Sustainability Own Brands), Karin Heliopoulos (Head of Media). Responsible at Havas Worldwide Zurich: Frank Bodin (overall responsibility), Peter Schäfer (strategy), Michael Kathe, Oliver Kessler (creative direction), Andrea Huber, Denis Schwarz, Hanning Beland, Peter von Ah (art direction), Torsten Maas, Jan Hertel, Christoph Hess, Markus Tränkle (text), Anne-Marie Pappas (graphics), Walter Tagliaferri, Sandra Willi, Franziska Wiesner (Consulting), Peter Rehnke (Digital Direction), Claude Eberhard (Digital Creative Direction), Eric Markowski (Digital Concept), Merlin Zuni (Digital Art Direction), Constantine Wrage (Agency Producer), Luki Frieden (Director), Bruno Augsburger (Photographer), Joe Berger, Jens Derler (Production Pool). Responsible at YJOO Communications (Content concept and content web platform): Nina Krucker (overall responsibility), Christian Nill (text), David Shriqui (video). Responsible at Goldbach Interactive (Interactive concept and implementation web platform): Nicola Schlup (overall responsibility), Alain Ryser (consulting and project management), Dominic Zach (conception), Raphaël Liechti (art direction), Sébastien Gerber (screen design), Susanne Fankhauser, Florian Mäder, Sergio Abad (frontend development). Responsible at TWMedia: Stephan Küng (Managing Director).