SFLB lets local councillors model for Migros

The Zurich agency Spillmann/Felser/Leo Burnett (SFLB) has brought 13 Swiss local councillors in front of the lens for Migros' latest fashion campaign. "Councillors are likeable representatives of the Swiss people - totally down-to-earth and sensible - just like Migros," says Mathias Babst, Art Director at SFLB, commenting on the unusual choice of models. Migros has been having its fashion presented by models who are not models for a year now. Already 100 Swiss women and men have appeared as representatives of the company. Migros wants to set a counterpoint to the often untrustworthy fashion advertising. The aim is to show that the clothes also look good on normal people, according to a communiqué. The current campaign appears as an insert and advertisement in newspapers and magazines as well as at Migros points of sale.