When the door opens at Stories in Zurich's Seefeld district, a curtain also opens: AI-made commercials are no longer just possible - they are becoming possible to tell. Hiltl's "Let Animals Grow Old" is just such a case. m&k has already reported on this. The movie plays with a brand-related truth that is immediately understandable: Eating vegetarian means animals live longer. And if animals live longer, they - like us humans - will at some point develop the very specific side effects of ageing. Stairs become an issue. The water basin becomes a rehab zone. And a rollator is suddenly no longer a prop, but a part of everyday life.

The idea came from Ruf Lanz. It was realized by Stories - directed by Tobias Fueter. And that's exactly what Fueter talks about in the Director's Talk with m&k VJ Beat Hürlimann: not just about the commercial, but about what's happening in the background. Namely, a change in production that has quietly begun in advertising - and is now becoming visible.

When AI suddenly has a heart - and craftsmanship

The commercial is AI. But it doesn't look like "AI for AI's sake". It's like a movie that first has a story - and only then a toolset. In conversation with Stories, it quickly becomes clear that this is not about a quick effect. It's about staging. About characters. About rhythm. About the classic question: What is a good scene?

Fueter describes the appeal of the concept with almost childlike enthusiasm: animals are not simply "generated", they are cast. Who would be the priest? Who would be the bath attendant? Who wears what - and why does this particular character fit this particular role?

This is storytelling at its core: characters plus situation plus timing. The only difference is that the shoot doesn't take place in the studio, but on a digital set.

"Digital turning" instead of a set: the process remains, the workbench changes

One of the most exciting points in the interview: The production process is surprisingly familiar.

The idea, initial meetings, coordination, look & feel, PPM, decisions on locations, characters, camera angles - everything remains the same. But the crucial part no longer happens between camera, crew and lighting. Instead, it happens in an iterative process on the computer.

Stories is therefore not talking about "prompting", but about digital filming.

And that has consequences: Anyone who believes that AI automatically means "finished tomorrow" will be kindly curbed here. Because even digitally, a movie that really works is not created by chance. It comes from decisions - and time.

The tool question is understandable. But it misses the point.

According to Fueter, "Which tool did you use to make this?" is the most common question that comes up everywhere at the moment. At Stories, it almost causes an internal smile - because from the film people's point of view, it's roughly the same as: "What camera did you shoot with?"

Because the point is: it wasn't one tool. It was a whole toolbox. And that includes classic craftsmanship: Photoshop, DaVinci, post-production, corrections, additions, fine-tuning.

In this logic, AI is not a magic button. It is material. And material needs to be guided.

Consistency is feasible - but taste remains the real discipline

One word comes up again and again in the interview, quite unpretentiously but very precisely: taste.

Consistency with Characters? Getting better. The tools are catching up. But consistency is not the feature that makes a movie stand out. Many can do that now.

The real question remains: What does it look like? How does it feel? When is it funny - and when does it tip over? Why close now, why wide now? How long does the scene last before it has to move on?

In the end, it is not the machine that decides, but what the director has always decided: Timing, rhythm, perspective, tonality.

From this perspective, the success of Hiltl's "Let Animals Grow Old" seems almost logical: a strong idea - and an implementation that doesn't run over it, but carries it.

Six months vs. six weeks: What AI suddenly makes possible

"Hiltl Animals" is also such an apt case because it solves a production problem that is well known in the industry: big idea, big picture, but limited reality.

In the interview, Fueter talks very specifically about what would have happened without AI: lots of photorealistic animals, lots of locations, lots of settings, high VFX complexity. Classic thinking: months of preparation and a budget that slips into other spheres.

With AI, this became a project that could be realized in around six weeks - and within a framework that makes sense for a brand like Hiltl in the first place.

The interesting part is not "cheaper". But rather: possible.

Which briefings cry out for AI - and which are better not

In the interview, Stories draws a clear line: AI is not a default. It is a production method that suits certain tasks.

AI is particularly strong with big cinematic ideas that used to be "too expensive", with many locations, high expenditure and special effects, with characters and settings that could hardly be realized in real life, as well as with visual world-building, where scale and imagination are required.

And at the same time, there are limits - not only technically, but also emotionally and ethically.

If a brand wants to convey authenticity through real faces, real acting, real closeness, AI currently quickly seems like a shortcut that you see. And sometimes like one that you don't want to see.

There is also a second level: transitions in the industry. Professional roles that are coming under pressure. Fueter is not speaking alarmistically here, but with a noticeable sense of responsibility: as long as real production makes sense, it should be allowed to take place.

Stories Studios: Think in-house, shape faster

The project also made something more visible that has been growing at Stories for some time: Stories Studios.

The idea behind this is not to "do everything yourself", but to be closer. Fewer intermediate stages. Less ping-pong via external levels. More direct coordination between director, creative director, agency and client.

AI is reinforcing precisely this trend: when part of the production process becomes digital, in-house expertise becomes not just a nice-to-have, but a strategic lever - for speed, control and consistency.

The video for the article: Director's Talk plus short tour

The main part of this article is the video interview: In it, Tobias Fueter talks about the entire process behind Hiltl "Let Animals Grow Old" - from the idea to the production logic to the question of what AI really changes for directing and craft. And by the way, there's a little tour through the world of stories: less scenery, more everyday life of a film production that is in the process of reorganizing its tools.

Conclusion

Hiltl "Let Animals Grow Old" does not show an "AI future", but a very concrete present: AI cannot automatically make advertising better. But it can make more ideas possible - and it pushes boundaries that previously caused projects to fail.

The curtain rises. And behind it, quite classically, there is still the decisive factor: a good idea - and people who know how to tell it.

The credentials for the Hiltl commercial Hiltl "Let Animals Grow Old"

Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing), Rolf Hiltl (overall responsibility) Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction) Responsible at Stories: Tobias Fueter (Director), Yves Bollag (Executive Producer), Michèle Seligmann (Producer), Stories Studios (AI Production), Adrian Frutiger (Music Arrangement & Production), Carol Maag (Licensing) Song original: "Only You", Words & Music by Buck Ram & Ande Rand / © Wildwood Music Inc. - Courtesy of Robert Mellin Musikverlag GmbH & Co. KG.

Hiltl is officially the oldest vegetarian restaurant in the world with its own entry in the Guinness Book of Records. Its roots go back to 1898, and for 20 years Ruf Lanz has been helping to keep the Hiltl brand on everyone's lips with crisp campaigns.

The latest work is a co-production by Ruf Lanz and the Swiss film production company Stories, who are launching their newly created AI film department Stories Studios with this elaborately staged film. A joint pioneering project for the veggie pioneer.

Aged animals in love bliss

The good news: eating vegetarian at Hiltl gives animals a long life. The film celebrates this by showing elderly animals enjoying their retirement to the full: From frogs exercising their thighs at Aquafit, to pigs on the golf course, to a rooster in late-life bliss.

AI as a cinematic tool

For Tobias Fueter, director and co-owner of Stories, this is a prime example of the use of AI: "Ruf Lanz's concept was a cinematic treat for us. AI is no substitute for human ideas and intuition, but it is a wonderful tool for implementation. In this case, it makes sense in several ways: firstly, because the film could not have been financed in the conventional way, secondly, because it is a charming dramatization that is obvious to the audience - and thirdly, because no animal had to be harmed, which is entirely in keeping with the Hiltl mission statement."

Markus Ruf, Creative Director and co-owner of Ruf Lanz, adds: "The carefully curated, conceptually based use of AI significantly expands the cinematic possibilities, which also allows smaller clients to make great films. Provided, like Hiltl, they have the necessary openness."

The Hiltl film will be shown regularly after its launch in 2026, including on the big screen in Zurich cinemas. On international platforms in English, in Switzerland with German resolution.

Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing), Rolf Hiltl (overall responsibility) Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction) Responsible at Stories: Tobias Fueter (Director), Yves Bollag (Executive Producer), Michèle Seligmann (Producer), Stories Studios (AI Production), Adrian Frutiger (Music Arrangement & Production), Carol Maag (Licensing) Song original: "Only You", Words & Music by Buck Ram & Ande Rand / © Wildwood Music Inc. - Courtesy of Robert Mellin Musikverlag GmbH & Co. KG.

Hiltl in Zurich, the oldest vegetarian restaurant in the world according to Guinness World Records, presents its new advertising campaign. The creation comes from the kitchen of Ruf Lanz and relies on a surprising visual language: it shows animals that would end up on the plate in other restaurants in relaxed yoga poses. The visualization cleverly conveys the message that Hiltl's vegetarian cuisine is not only a pleasure for people, but also benefits animals.

The roots of the traditional Zurich company go back to 1898. Hiltl has relied on the creativity of Ruf Lanz for its campaigns since 2006. Chairman of the Board of Directors Rolf Hiltl comments on the long-standing collaboration: "Markus Ruf and his team always serve us crisp ideas that appeal to the public's taste. Most recently, we were delighted to win gold for the Mother's Day 2025 campaign at the Swiss Out of Home Award."

The current campaign comprises four motifs and will be rolled out in the Zurich area from October 27. The motifs will be shown on digital and printed posters (F12, F200, F4, ePanels), on hanging boxes in VBZ vehicles, on postcards and on social media.

Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing & CRM), Catia Hüppi (Head of Operations & Deputy Managing Director), Rolf Hiltl (overall responsibility) Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Catherine Martin (Art Direction & Digital Artist), Gian Marco Juon (Consulting), Sherif Ademi (DTP). External partners: RTK Medientechnik (lithography & proofreading)

Ruf Lanz is delighted to once again be represented in the international list of the best: Firstly, with the three most recent subjects of the VBZ campaign "Umsteigen lohnt sich" ("It's worth changing"), which repeatedly repositions streetcars and buses as a smart alternative to cars in the city of Zurich. Secondly, with the four subjects of the Hiltl Mother's Day campaign. For Mother's Day 2025, the creatives tied up bunches of vegetables instead of bouquets of flowers and inspired people to surprise their mothers with an invitation to Hiltl.

Ruf Lanz has been the lead agency for Zurich's public transport company since 2001 and for Hiltl, the world's oldest vegetarian restaurant, since 2006. The creative work for both clients has received numerous awards, including three Evergreen Awards from the Art Directors Club Switzerland for many years of strategic and creative consistency.

Ruf Lanz has been designing campaigns for the world's oldest veggie restaurant since 2006. "Markus Ruf and his team are always surprising us with crisp ideas that appeal to our fans and attract new guests," says Chairman of the Board Rolf Hiltl, fourth-generation owner of Hiltl. "The most recent example is the intergenerational Mother's Day campaign."

With a visual analogy, children of all ages are inspired "through the flower" to surprise their mothers on Mother's Day with an invitation to Hiltl - for brunch, lunch or dinner. And to give them the most precious gift of all: time and attention.

A colorful bouquet of measures was put together for the Hiltl Mother's Day campaign. It can be seen until Mother's Day on printed and digital posters, postcards, POS material, online ads and social media measures.

Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing & CRM), Rolf Hiltl (overall responsibility). Vhe responsible at Ruf Lanz: Markus Ruf (Creative Direction), Catherine Martin (Art Direction & Visual Composing), Gian Marco Juon (Consulting Management), Sherif Ademi (DTP). External partners: RTK Media Technology (Lithography).

According to Guinness World Records, Hiltl in Zurich is the oldest vegetarian restaurant in the world. Its roots go back to the year 1898.

Hiltl regularly combines this long tradition with innovation. The latest example: the Hiltl app is now available to download. It digitizes and optimizes the former bonus system of the Hiltl Card and rewards Hiltl fans with points for attractive rewards. In addition, members benefit from a constant 5 % discount in all Hiltl restaurants and gain access to other attractive offers, exclusive invitations and special offers.

To get the word out about the new Hiltl app, Hiltl commissioned its long-standing lead agency Ruf Lanz to create the launch campaign. The creatives combined the new bonus program with the animal-friendly philosophy of the veggie pioneer, whose kitchens have been filled with heart and soul since 1898. The fitting slogan above the piggy banks: "The new Hiltl bonus program also makes this animal happy."

From February 24, 2025, the campaign will be shown on posters (F12 and F200), ePanels, screens, POS, shop windows, online ads and postcards.

Responsible at Hiltl: Patrick Jungi (Managing Director), Simone Saner (Head of Marketing & CRM), Bryan Austern (Head of Food & Beverage and Member of the Executive Board), Rolf Hiltl (overall responsibility). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Mario Moosbrugger (Art Direction & Visual Composing), Markus Ruf (Text), Gian Marco Juon (Head of Consulting), Claudine Bernet (Consulting), Sherif Ademi (DTP)

Every four months, "Lürzer's Archive" presents the most creative campaigns in global advertising. The strictly curated magazine is published in 68 countries and is regarded as a benchmark by agencies and clients. In the current issue, it also presents the special "The spectrum of taste", with evergreens from the food + drink sector.

In addition to international work for McDonalds, Coca Cola, Magnum, Heinz and Babybel, Ruf Lanz's "Vegetarische Sinnesfreuden" for Hiltl is a Swiss campaign.

The cheeky campaign was conceived for the opening of the Hiltl branch on Zurich's Langstrasse in 2017. Ruf Lanz has been ensuring that the Hiltl brand remains on everyone's lips with crisp campaigns since 2006.

Saner previously worked in communications on both the client and agency side. She holds a federal marketing degree and a CAS in Leadership from the Zurich University of Applied Sciences ZHAW.

With the action day, Switzerland Tourism, or ST for short, is "setting a milestone for sustainable gastronomy with strong partners," according to the organization. Beyond the day, guests should be able to choose vegetarian menu options more often in the future.

Vegetarian cuisine enjoys many benefits and is considered very sustainable. Because vegetarian food demonstrably causes less CO₂, it is therefore a contribution to achieving climate targets. Which fits ideally with the Swisstainable sustainability program. ST is therefore organizing the Swisstainable Veggie Day together with HotellerieSuisse, GastroSuisse, Planted and Eaternity. On Saturday, October 1, World Vegetarian Day, Swiss restaurateurs will put seasonal vegetables at the center of the plate - with a vegetarian menu or an expanded vegetarian offering. With a creative vegetarian menu, they show diners that regionally produced vegetables are more than just a side dish, and that plant-based meat alternatives taste great. The variety of menus served up on this day reflects the broad, gastronomic experience of Switzerland: from starred restaurants to steakhouses, from trendy urban restaurants to rustic mountain huts, everyone is there - over 1200 establishments in all. Even travelers can experience Veggie Day, either in the SBB dining cars or on Swiss International Air Lines and Edelweiss planes. ST addresses guests from Switzerland and abroad with this day of action and provides detailed information on a website set up especially for this purpose MySwitzerland.com/veggieday.

75 tons CO2 saving

According to a current projection by Eaternity, Veggie Day saves 75 tons of CO₂ throughout Switzerland. If the same amount were to be compensated, an additional 252,000 oak trees would be needed, which could remove the 75 tons of CO₂ from the air and store it in one day - that would be an area of about 141 forested soccer fields.

Veggie Day is intended to be more than just a campaign day. In the long term, the measure is intended to strengthen the desire to eat vegetarian food. For example, by expanding and diversifying their vegetarian offerings, or by holding a Veggie Day on their own schedule in the future. In this way, the catering industry is also responding to a need, because the demand for vegetarian or vegan food is rising continuously worldwide. While vegetarians and vegans in Switzerland currently eat about 5 %[1] the proportion of flexitarian (i.e. vegetarian) eaters is on the rise.

As Swisstainable as possible

Martin Nydegger, Director of ST, is pleased with the industry's great interest in Veggie Day: "Despite the pandemic and the shortage of skilled workers, the Swiss restaurant industry is committed to sustainability. We have deliberately kept participation in Veggie Day simple in order to make the step of our sustainability movement Swisstainable palatable to the restaurants." The plan is working: certainly thanks to the call for Veggie Day, the number of registrations at the Swisstainable program increased by 62 % to a total of over 1200 farms.

Renowned partners

The fact that so many establishments have registered for the Swisstainable Veggie Day is also due to the commitment of the industry partners GastroSuisse and HotellerieSuisse. Even large companies such as Swiss International Airlines and Edelweiss, the SBB dining cars, McDonald's, Coop restaurants, the Swiss Youth Hostels and the ZFV gastronomy group (with Sorell hotels) are committed to the day of action. Some carry out measures beyond the day, e.g. the SBB subsidiary Elvetino AG with a two-week discount campaign at the beginning of October on vegetarian and vegan menus in all dining cars.

Eating vegetarian has a long tradition in Switzerland: Hiltl, founded in 1898, is the oldest vegetarian restaurant in the world. There is also a lot going on in terms of innovation: The foodtech start-up Planted, for example, successfully produces meat substitute products from plant proteins and is expanding these internationally. The best prerequisites, therefore, for getting local and foreign guests excited about sustainable, vegetarian dining in Switzerland in the longer term as well.

All participating restaurants and more information on the vegetarian lifestyle in Switzerland at MySwitzerland.com/veggieday

Ruf Lanz is pleased to be prominently featured in the current issue: with the three subjects of the Hiltl campaign "The Vegetarian Universe".

Founded in 1898, Hiltl is the oldest vegetarian restaurant in the world, according to Guinness World Records. Once derided as a "root bunker," the Hiltl universe today includes several restaurants (including two lakeside restaurants in summer), catering, vegimetzg, cooking school, and an academy for vegetarian and vegan culinary arts.

Since 2006, Ruf Lanz has been ensuring that Hiltl remains on everyone's lips with crisp campaigns. "The Vegetarian Universe" was launched in February 2022 after the Corona measures were lifted. With posters and e-screens, cinema slides, postcards, a digital journey through the Hiltl universe, and a collector's passport.

The vegetarian universe consists of the fixed star Haus Hiltl, which has been shining since 1898 (the oldest vegetarian restaurant in the world according to Guinness World Records), as well as various planets in the surrounding area: Hiltl Sihlpost, Hiltl Dachterrasse, Hiltl Vegimetzg, Hiltl Pflanzbar, Hiltl Akademie, and in summer Hiltl am See in the Badi Kilchberg and Hiltl am Strand in the Badi Mythenquai. In addition, Hiltl opened its first purely plant-based Hiltl restaurant, "planted.bistro by Hiltl," in 2021 in Planted's glass production facility in The Valley in Kemptthal.

The vegetarian universe is launched on posters, cinema slides, advertisements, postcards, a folding flyer with a digital journey through the Hiltl universe and a collector's passport. In order to also appeal to tourists coming back to Zurich, the campaign will appear in English.

 Responsible at Hiltl: Rolf Hiltl (overall responsibility), Patrick Becker (Head of Marketing & Communications), Milo Stegmann (Operational Head of Marketing).
Responsible at Ruf Lanz:  Markus Ruf (Creative Direction), Isabelle Hauser (Art Direction), Armin Arnold (DTP), Miro Poffa (Consulting), Visual Composing: Ruf Lanz Art Department.