Stories finds "The One" for Triumph

From mid-April to mid-May, a Swiss-produced commercial will be running on German, English and Italian television screens: with the concept of a mix of real and animated characters - unprecedented in the industry - Stories beat off international competitors and secured the direct commission from underwear label Triumph. The commercial is part of the international Find the One campaign with US model Hannah Ferguson.

Hardly any woman finds "the right one" straight away, and numerous rivets usually have to be weeded out before the perfect match can be found. However, the new commercial for underwear brand Triumph is not about Mr. Right, but about the perfect bra. The story of the successful search was staged by Zürcher Stories.

Director Tobias Fueter sends an animated version of campaign model Hannah Ferguson and her fictional friends on a search for the perfect companion, deliberately citing typical fairytale elements. The magical moment of resolution is marked by the transformation of the drawn Hannah into her real-life alter ego.

"Why animation? Because animated characters offer great potential for identification and are proven to be extremely popular with the female target group and their daughters. In addition, this type of realization allows us to create an idealized world, as expected in advertising - but without appearing artificial," says Fueter about his decision to use drawn protagonists. "The mix of animated and real characters, the thematic play with lingerie and Prince Charming builds an elegant bridge between the classic Triumph logo, which has stood for perfect craftsmanship for over a hundred years, and a brand that wants to appeal to today's modern female audience with the new, emotionally narrated campaign," the film professional continues about the project, which he realized in collaboration with co-director Mike Huber.

The central element of the commercial, which will be shown worldwide as an online version, is the music: Stories hired none other than the renowned Broadway composer and three-time Tony Award winner Jason Robert Brown. He was joined by the Prague Film Philharmonic Orchestra, which is regularly booked by international artists and star directors. For the animation, Stories worked together with the experts from Boutiq Zurich and ChezEddy Paris.

Last but not least, Fueter and his team also promoted a good cause during the live shoot: the little four-legged friend at model Hannah Ferguson's side is by no means an overbred pedigree dog. The mongrel is a former street dog that was adopted by the Citydogs4Streetdogs was adopted from Romania to Switzerland - and is now making a statement for the placement of homeless animals in the globally shown commercial. Find out how the street dog ended up in the commercial for an audience of millions and who should have taken his place in the interview in the 7/15 print edition.