"The Jungfrau Ski Region has returned to the Champions League of winter sports. The enormous diversity and unique characters of the winter sports region and the winter sports resorts play the main role in this campaign. We are happy to accept that our stars Eiger, Mönch and Jungfrau are not at the forefront of the stage for once," says Urs Kessler, Director of Jungfrau Railways.

With this in mind, the creatives at Republica set about creating a campaign that highlights all of these supplements, while also focusing on the destinations within the Jungfrau Ski Region. "Grindelwald, Wengen, First or Mürren; these are all beacons of world renown that can easily be described and treated as ingredient brands, which is why we have also placed the focus and dramatization on these place names," explains Republica CD Re Wilk.

A fresh interpretation of the unique

Consequently, Republica makes it clear that it doesn't just feel like "wow" here in the Jungfrau Ski Region, that it's not just brilliant and delicious here - and also that there's an improvement on fantastic. The places become words that carry added value: "Grindelwow", "Wengenial", "Firstastic", "Grindelicious" and "Mürrentspannt". "Grindeljöööö" is also intended to emphasize the explicit family friendliness and the long-established offer "Children travel free on Saturdays". The dramatized destination keywords are staged in the landscapes and panoramas of the Jungfrau Ski Region and are deliberately reminiscent of posters of ski regions from the 1950s and 1960s in their minimalism.

From poster to moving image

In addition to the wide-ranging poster and DOOH campaign, the subjects are used in banners and social ads. Republica has also translated the core of the idea into film plots and created spots for the main regions of Grindelwald and Wengen that combine and dramatize the sound of the campaign with the actual experience, so to speak. The spots were realized by Synkron, [Remotepost] and Navada. The films are intended to make it clear that there is no getting around the Jungfrau Ski Region if you want more.

Responsible at Jungfrau Railways: Urs Kessler, Director; Giulia Müller, Head of Marketing Communications; Remo Käser, Head of Marketing & Sales, Member of the Executive Board; Olivia Kaiser, Content Producer; Joel Staubli, Polygrapher; Yvonne Moser, Polygrapher; Ann-Sofie Tant, Content Manager; Sagal Comafai, Content Manager; Achim Schneider, Team Leader Content & Online Marketing; Anna-Lea Huber, Social Media Manager. Responsible at Republica: Bala Trachsel, overall responsibility; Re Wilk, Creative Direction; Florian Birkner, Creative Direction; Annina Mettler, Art Direction; Fabienne Homberger, Inhouse Production; Flo Schmid, Production Art; Nina Hofmann, Motion Design; Michael Dängeli, Senior Account Management; Stephanie Frei, Account Management; Valerie Koenen, Content Creation. Production: Mariska van Lavieren, Laura Šerić (Navada); Synkron (director); Ari Zehnder, Edit [remotepost]; Bardo Eicher, Sound [remotepost]; Janos Menberg, VFX/Color [remotepost].

Founded just under a year ago, Navada's mission is to empower women, other underrepresented groups and young talent in the advertising industry. Under the leadership of Managing Partner and Executive Producer Mariska van Lavieren and Managing Partner Laura Šerić, Navada is committed to breaking down barriers and telling stories in a way that is authentic, inspiring and transformative.

Bonaparte from Berlin shares the ethos of promoting diverse talent and pushing boundaries in different formats. This is why the two production companies have decided to start a collaboration.

In future, Navada will represent the directors and photographers of its new partner in Switzerland and connect them - in some cases exclusively - with local agencies and clients. Conversely, Navada will enter the international market step by step. In doing so, it will support Bonaparte with an international network and many years of experience in the international market and productions.

Young drive meets an international network

According to the press release, the two companies intend to retain their independent identities as part of this collaboration and will continue to operate independently in their respective home markets. Navada brings fresh energy, a deep understanding of Swiss culture and values, and creativity. Bonaparte, in turn, brings significant international production experience and resources. Together they form a fusion of diverse talents and perspectives.

The collaboration between Navada and Bonaparte goes beyond traditional film production. Equipped with local insights and an international outlook, they aim to produce engaging content for the whole world: From long-form narratives to impactful seconds on social media. The aim is to create transnational projects between Switzerland, Germany and the USA.

Mariska van Lavieren, Managing Partner of Navada, is looking forward to the collaboration: "This partnership enables us to tell stories that resonate not only locally but also globally."