JvM/Limmat: New promise to Generation M
Generation M is Migros' sustainability program. The campaign picks up on this tradition and presents a new promise: Migros will invest one billion Swiss francs in leisure, education and culture by 2020.
The TV spot lets two generations have their say synchronously. In the voice of an old woman, a young girl tells what Migros has already achieved with its commitment. At the end comes the denouement: the grandmother sits next to the girl and obviously doesn't tell her story for the first time.
The spot is accompanied by posters and advertisements. The campaign culminates on the online platform Generation-m.ch. In addition to information about the sustainability program, users can make a pledge themselves. To date, more than 50,000 pledges have been made.
Responsible at Migros: Marc Engelhard (Head of Marketing Communications), Roman Reichelt (Head of Umbrella Brand), Désirée Strassmann (Project Manager Umbrella Brand), Philipp Kuonen (Project Manager Umbrella Brand), Philipp Marquard (Head of Media), Nadine Delakowitz (Project Manager Media). Responsible at Jung von Matt/Limmat: Alexander Jaggy (Executive Creative Direction), Fernando Perez, Livio Dainese (Creative Direction), Mateo Sacchetti, Andy Lusti (Text), Daniel Serrano (Art Direction), Lukas Frischknecht (Graphics), Sarida Bossoni, Deborah Herzig (Art Buying), Thomas Steiner, Andrea Walker, Christian Brütsch (Consulting), Alain Gsponer (Direction), Pumpkin Film (Film Production), JingleJungle (Sound Studio), Sonja Schäfer (Photography).
