As a long-standing royal partner, Mobiliar celebrates swinging not as a trend, but as part of its own history - with a campaign that starts exactly where it counts: in real life.
At the center of the campaign is a TV spot that combines the proven Mobiliar storytelling with the world of wrestling. The two Bernese wrestlers Fabian
Staudenmann and Adrian Walther have an idea that is as ambitious as it is crazy: this year, they want to produce the winner's wreath for ESAF 2025 using a 3D printer.
What begins as a DIY project ends in a classic case of furniture damage - including a trashed garage and a printer that seems to have taken on a life of its own. The message at the end: some things don't need an upgrade. They are good as they are.
In addition to the TV commercial, the campaign also includes various social media formats. Here, too, the principle remains the same: two swingers, lots of ideas - even more chaos. Whether it's an airbag wrestling shirt or a Robo-Muni with artificial intelligence - technology meets tradition and makes for unexpected twists and turns. Always with the charming insight that what counts in swinging is what lasts.
A real cult object of Mobiliar advertising is also getting a new, traditional twist this year: the iconic damage sketch will appear at selected locations in Switzerland to celebrate the ESAF as a unique hand-embroidered piece on Zwilch - the fabric from which the wrestlers' pants are made.
Sabine Leuba, Marketing Communication Manager at Mobiliar: "The ESAF is a festival for everyone. And it thrives on its authenticity, its passion and its tradition. That's exactly what we wanted to show with our campaign. With a lot of humor, respect - and the idea that some things are strong precisely in their simplicity."
Christian Kies, Chief Creative Officer Jung von Matt Switzerland: "The idea of printing a winner's wreath is of course crazy. But it gets to the heart of the matter: swinging has a cultural value that no technology can replicate. Our campaign is a tribute to this authenticity."
Customer: the furniture, Agency: Jung von Matt Limmat, External partners:inside: Stories, Jingle Jungle, Mediatonic, Spin Animation, Brogleworks
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