TBWA Zurich and Fisherman's Friend launch new campaign
Fisherman’s Friend and TBWA Zurich are unveiling a new communications platform with the tagline «When life gets rough, you need something strong.» At the heart of the campaign is the «Fisherman’s Anthem,» composed in collaboration with the Hamburg-based band Goldkehlchen and directed by the Swedish collective StyleWar.
Fisherman's Friend and TBWA Zurich launch the new communication platform for the iconic pastilles brand. A call from the rough sea, right into the middle of everyday life in Switzerland. Composed with the Hamburg Goldkehlchen, staged by StyleWar.
Rough, direct, no frills - this is how the brand essence of the iconic pastilles has been re-sharpened. The brand is focusing fully on what has always made it special: uncompromising freshness and strength. A crystal-clear insight became the new claim, in typical Fisherman's Friend style: unusually long and a little edgy: «When life is rough, you need something strong.»
Fisherman's Friend and TBWA Zurich thus underline the brand's challenger character and at the same time anticipate the volatile, rough times. Because that's when you need something - or someone - to remind you of your own strength.
«Fisherman's Anthem» as the centerpiece
The TVC «Fisherman's Anthem» is at the center of the new campaign. The film, created by Director Collective StyleWar from Sweden, deliberately dispenses with classic product staging. Instead, it immediately draws you into a harsh world and into a moment that calls for refreshing strength. And then it comes: the call.
Developed together with the male choir Die Hamburger Goldkehlchen, the «Fisherman's Anthem» is the centerpiece of the commercial. A powerful signal, like a sung headwind. The choir, itself deeply rooted in maritime tradition and friendship, gives the whole thing exactly the credibility it needs. When these voices kick in, the rough sea and inner strength can be felt immediately.
The Fisherman's Anthem stands for the fact that the strongest pastille in the world is not a sweet that you enjoy on the side. It is a kick. One that briefly takes you away from the challenges of everyday life and reminds you of your own strength.
OOH campaign with Swiss Fisherman
The film is flanked by an OOH campaign that picks up on precisely these rough moments in everyday life. A minimalist design with strong headlines and a fisherman specially developed for Switzerland. The campaign will be launched throughout Switzerland and run across CTV, OOH, DOOH and social.
«Fisherman's Friend has always been strong. With the call of the fishermen, we have finally given this strength a voice - and one that won't be forgotten in a hurry,» says Madeleine Saxer, Brand Director Fisherman's Friend.
Responsible at Fisherman's Friend: Michael Geiseler (Regional Business Manager Western Europe), Madeleine Saxer (Brand Director), Luca Ferreti (Brand Manager). Responsible at TBWA Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Hekuran Avdili, Jil Pettenhofer, Gvozden Milosevic (creation), Marion Schwager, Jasmine Pierce (consulting), Carmen Aebischer, Toni Rubera, Noemi Rubera, Fabrice Studer (ViDo production). Responsible for production: Tuna Production, 2wei Musik.
