Every two years, the Migros Culture Percentage dance festival Steps organizes tours with outstanding works of contemporary dance. Steps stands for diversity and high artistic standards, and inclusion and diversity also play central roles.

Inclusion also set the pace for the repositioning of the brand: Modern dance is conveyed in a light-footed, approachable way and without intellectual barriers. The unbridled joy of movement is even reflected in the new logo: the "Wonk-E" dances out of line and characterizes the entire appearance with its organic design.

The campaign assets were created in close collaboration with photographer and director Gian Paul Lozza, supported by Icelandic choreographer and member of the Steps program team Frank Fannar Pedersen.

The Steps campaign can now be seen on posters, advertisements and display banners, on social media and at Migros POS, on merchandise and at the 28 event locations throughout Switzerland.

Responsible at MGB / Migros Culture Percentage Dance Festival Steps: Gerda Treml (Head of Communication Steps), Valeria Felder (Festival Director), Gina Job (Internship Communication), Patrick Ilg (Directorate Society & Culture, FMC), Frank Fannar Pedersen (Program Team Steps), Migros IT-Services (Programming Website); Photo/Film: Gian Paul Lozza;, Dancers: Baptiste Berrin, Lisa Horten-Skilbrei, Nadika Mohn, Charmene Pang, Tanaka Lionel Roki; PR/Social Media: Elliott; concept, creation and realization: Pop Creative Services, Roli Hofer, Michi Benz.

Tersito "Tito" Ries is the name of the new Surprise city guide in Basel. His story and the path to the premiere of his social city tour is now told in the five-part podcast "Tito - from homeless to city guide".

The 58-year-old has had an eventful life. Growing up sheltered, he experienced his first painful break in life when his parents divorced in childhood. He later worked his way up to become an entrepreneur and plunged into debt, alcohol addiction and homelessness. The podcast tells of this, but also how he slowly regained his footing and began the intensive one-year training to become a Surprise city guide.

The confrontation with his own past was at the beginning of his new job - to bring it into a form and make it narratable. But also, perhaps for the first time, to recognize red threads in it, be they personal strokes of fate or structural social problems.

The podcast gives a behind-the-scenes look at Surprise's work with people experiencing poverty and provides an example of how quickly one can fall into the vicious cycle of poverty - in the words of Tersito Ries, "It can affect anyone and everyone."

The podcast was produced by Audiobande, narrated by award-winning audio producer This Wachter. This is made possible, among others, by the Migros Culture Percentage.

The podcast is available via www.surprise.ngo/tito, Spotify, and Apple Podcasts.

To mark the launch of the new umbrella brand "Migros Commitment", the three sponsorship funds Migros Culture Percentage, Migros Pioneer Fund and Migros Support Fund will receive a new digital home as well as new logos to emphasize their togetherness.

From now on, all projects and topics of the Migros Group's social commitment will be communicated on the new joint platform. The spectrum ranges from access to culture, education and health to projects in the areas of coexistence, climate and resources, and technology and ethics.

"We would like to make the diverse offerings of our social commitment even more easily accessible to a broad population," Sarah Kreienbühl, member of the General Management of the MGB and Head of the Department of Human Resources, Communication, Culture, Leisure, was quoted as saying in a statement. "We are convinced that access to culture, education, health and diverse social offerings strengthens social cohesion and that this makes an important contribution to jointly overcoming the challenges of our time."

Is the "economy" a place of freedom? The documentary filmmaker Eric Bergkraut, born in 1957, approached his film project "Gasthaus Helvetia" with this thesis in mind, and was equally surprised by the intended opposite and the possible confirmation. What freedom is at stake? The inns, which for Eric Bergkraut are unusual only because they are ordinary, are located in three different parts of the country. Do they and their guests reflect the verbose or taciturn freedoms of different cultures? Or is - quoting Bergkraut - "dead pants the general program"?

Eric Bergkraut convinced the jury with his idea of filming the theme of freedom on a journey through Swiss regular pubs. "Globalization with its effects on people has positive aspects, but at the same time goes hand in hand with a cultural loss," says Hedy Graber, Head of the Culture and Social Affairs Directorate of the Federation of Migros Cooperatives and jury president. Especially against this background, the film is an exciting contemporary document. One can be curious about the observed freedom of the ordinary and its challenges. How Eric Bergkraut will realize his ideas on film will become clear in April 2013, when the film is expected to premiere at Visions du Réel in Nyon.

2012 competition theme: "Courage? Courage!" Under the title "Courage? Courage!", the Migros Culture Percentage is announcing its CH documentary film competition for the 3rd time. It invites Swiss filmmakers to deal with current issues around the topic of courage in documentary form. We are looking for cinematic ideas from the everyday, social, political and economic environment - in short: the globalized context of life in Switzerland - that deal with the driving force of human thought and action in an independent and differentiated way. The Migros Culture Percentage is looking forward to stories in the field of tension between private initiative and social norm, between public manifestation and political sanctioning; stories of (up)breaks, risks, losses - and of course of success. (SDA)
 

In various ad subjects and radio spots, the Migros Culture Percentage presents a conspicuously small portion of culture - namely 1 percent. That is, 1 percent of a concert, a park, a dance class or a theater stage. This is how the many engagements are to be made known. Each individual part of the umbrella campaign ultimately points back to the whole: the Migros Culture Percentage. The advertisements and radio spots can now be seen and heard throughout Switzerland.

> Spot 1
> Spot 2
> Spot 3
> Spot 4

Responsible at the Federation of Migros Cooperatives, Department of HR, Culture, Leisure: Tobias Gremaud (Head of Umbrella Brand Migros Culture Percentage), Estefania Garcia Jung (Umbrella Communication Migros Culture Percentage). Responsible at Spillmann/Felser/Leo Burnett:Peter Brönnimann (ECD), Thomas Schöb, Dan Strasser, Roland Buob, Reto Vogler (creation), Rolf Zimmermann (strategy), Manuel Schmid, Jennifer Beckmann (consulting); Jingle Jungle (production radio), Rico Rosenberger (photography).