Directors Collective Archives - m&k https://www.markt-kom.com/en/tag/directors-collective/ The creative side of the economy Tue, Apr 28, 2026 08:14:18 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.4 https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.png Directors Collective Archives - m&k https://www.markt-kom.com/en/tag/directors-collective/ 32 32 Arval Auto Abo: Wenn der Zweifel zur Kampagne wird https://www.markt-kom.com/en/kreativity/kampagnen/arval-auto-abo-wenn-der-zweifel-zur-kampagne-wird/ Mon, Apr 27, 2026 12:55:07 +0000 https://www.markt-kom.com/de/?p=254465

When an offer sounds too good to be true, people look for the catch. It is precisely this psychological mechanism that Arval Switzerland's first image campaign for the Arval Auto Abo takes up. The centerpiece is a one-minute film that follows the dramaturgy of a clearly staged thriller rather than a classic car advertisement.

Skepticism as dramaturgy

A man comes across the Arval car subscription and doesn't trust the offer. Skepticism turns into research, research turns into obsession. He checks, compares and embarks on an endless search for the catch. Arval Switzerland's campaign therefore focuses not on the product, but on doubts about it - an unusual approach in a functional category.

The commercial was produced by London-based directing duo BLOK, consisting of Paul Casey and Richard Jobson. They tell the story with deliberate seriousness and draw humor from it. The clear, Fincher-esque realization leads to a punchline that resolves the build-up of tension in a targeted manner. In four additional short spots, the protagonist's search is continued with the same pinch of absurdity.

Directors Collective and Markenfilm are responsible for the Arval Auto Abo

The Directors Collective led by Wolfgang Bark, Julia Fischhaber, Constantin Camesasca, Rainer Bühler and Pia Chlumetzky are responsible for the campaign - in collaboration with Markenfilm. In addition to the moving image campaign, the team also developed the positioning, the claim «The cleverest way to a car», the tonality and the appearance of the owned channels for the Arval car subscription.

Roman Püntener, Head of Marketing & Communication at Arval Switzerland, is convinced: «We were particularly impressed by the way our complex offering was handled: instead of avoiding the many product benefits, the team confidently picked them up and staged them in such a way as to create good entertainment. It is precisely this aspiration to combine information and storytelling that makes the campaign so strong.»

Rollout in German-speaking and French-speaking Switzerland

The campaign follows the pitch win last autumn and, according to Arval, is intended to mark an important step towards clear and recognizable brand communication. It will be rolled out immediately in German-speaking and French-speaking Switzerland.

The Arval Auto Abo bundles vehicle, insurance, tires, maintenance and repairs in a transparent monthly fixed price. Arval has been active in Switzerland since 2001 and operates locations in Rotkreuz and Gland. As a subsidiary of the BNP Paribas Group, Arval says it is part of an international network with more than 8,700 employees and more than 1.9 million vehicles worldwide.

To the other films:

Responsible at Arval BNP Paribas: Karin Dahinden (Content & Digital Marketing Manager), Melaney Zaubek (Performance Marketing Manager), Michela Capitelli (Marketing & Communication Manager), Claudio Colicchio (Retail & Marketing Director), Roman Püntener (Head of Marketing & Communication) Directors Collective: Wolfgang Bark and Julia Fischhaber (Creative Direction Text), Constantin Camesasca (Creative Direction Art), Rainer Bühler and Pia Chlumetzky (Strategy Direction) Brand film Switzerland: Uli Scheper (Executive Producer), BLOK Paul Casey & Richard Jobson (Director), Alex Jurkat (Editor), Harbor (VFX Sound & Grading), Jingle Jungle (Voice Recording & Mix)

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