Publicis: Realignment for Calanda

The beer from up there stands out from the crowd in the Swiss beer landscape: rustic and edgy, oddball and wild like the Grisons itself, it has become an ambassador far beyond the canton's borders. The new strategy and campaign continue to bring the Graubünden attitude to life to those "down there." An attitude to life that is based more on "doing" than on "achieving" and in which trying counts as much as success itself. Because if you don't try, you've already lost.

Almost legendary

According to the press release, the new campaign "Fast schon legendär" (Almost legendary) refuses to follow the usual mechanisms of the local brewers. You won't find any happy, shiny people enjoying the beer. What you will find are self-deprecating stories like those written by life. After all, we have all experienced situations that have to be described as "almost legendary". Even if it didn't work out perfectly, even if you had to take a setback: you were there and can tell a bombshell story. Calanda is looking for these stories and offers all almost-legends in Switzerland a platform for their 15 minutes of fame.

In the course of the strategic realignment and campaign development, the website was also Calanda.com has undergone a complete redesign. The almost legendary stories of users, the products of Calanda and other activities around the from up there are collected centrally on the platform and are available at any time. The campaign, which includes online measures in addition to two new TV spots and the website, started on May 18.

Responsible at Heineken Switzerland / Calanda: Nabil Nasser (Marketing Director Switzerland), David Kistler (Group Brand Manager), Ricardo Dillier (Brand Manager), Thomas Egger (Junior Brand Manager). Responsible at Publicis:Wim Roelfs, Lorenz Clormann (CD), David Lübke (Copywriter), Norihito Iida, Carlos Mejia (AD), Flavio Muff (Online Concept Developer), Dominik Locher (Graphic Designer), Matthias Koller (Consulting Group Manager), Alexandra Stojanovic (Brand Director), Eliane Imbach (Brand Assistant), Matthias Müller (Senior Strategic Planner), Simon Grasser (Head of Digital), Tiago Dias (Head of Development), Sandro Ducceschi (Senior Developer) Andy Günter (Developer), Cubera Solutions (Development), Cem Van-Der-Schaar (Head of TV / Art Buying), Shining Pictures (Production Company), Marco Lutz (Director), Maher Maleh (DoP).