From foreman to model
Four strong men—all «Estermänner»—serve as models for their company’s newly launched «Building as a Passion» campaign, as well as for the image of the construction industry. Frontal, based in Willisau, is responsible for the campaign.
"Whether foreman, bricklayer or apprentice - many of the shoots were already successful after the first time," reports Valentin Schuler, project manager at Frontal, the agency responsible for the project. He says it was noticeable that these guys really embody what the claim says. "We are a top company with top comradeship," said foreman René Amrein, for example, who has worked for the construction company for 20 years and demonstrated real model qualities.
Initially, the sweat-glistening musclemen with their red Estermann helmets will adorn advertisements, buses, posters as well as scaffolding and barriers. Internally, however, the campaign is already drawing wider circles, reports Managing Director Hans Winiker, for whom the identification of his people with the "Estermann family" is very close to his heart. "Of course, the men want to give the professional photos to their wives." The female Estermann employees would like a calendar.
Responsible at Estermann: Hans Winiker. Responsible at Frontal: Valentin Schuler. Photography: Alex Gertschen, Felix Meier. Styling: Anja Wiegmann.
