"Migros beer" takes bronze at Cannes Lions 2023
It is Switzerland’s first—and so far only—«Lion»: «Migros Beer,» which the Wirz Group developed for the Migros Cooperative Federation, earned the agency and its client a Bronze Lion in the «PR» category at the Cannes Lions on Wednesday evening.
Great success for the Wirz Group and the Federation of Migros Cooperatives: The "Migros Beer", which the agency group designed for the retailer, has won bronze in the PR category at the Cannes Lions. It is - as of Wednesday evening - the first and only Lion to go to Switzerland.
"Democratic approach convinced us"
The campaign was an excellent fit for Switzerland, said category jury president Jo-ann Robertson in a brief interview with werbewoche.ch: "The people of Switzerland have a democratic say in every respect," Robertson said, "so we were thrilled that this was also reflected in the communication around the 'Migros beer'." Only a little "over-manufactured," at best, was Wirz's work, which in the end led the jury to award a Bronze Lion instead of silver or gold.
Enormous success for Wirz, Migros - and Switzerland
However, the "type of precious metal" should not be that important to those responsible - in contrast to the other nominees from Switzerland so far, the Wirz Group and the Federation of Migros Cooperatives have actually managed to bring home a "lion". Others still have a chance in the Innovation category on Thursday and in the Sustainability category on Friday, but for the moment Wirz and Migros are leading the national race for the world's most coveted creative awards.
