Salt: New lead agency M&C Saatchi launches first campaign
After winning the pitch at the end of last year, Geneva-based agency M&C Saatchi designed a national campaign for network operator Salt, the first visuals of which have been on display since April 25.
A new collaboration that first expresses itself with a simple, direct claim. "Salt. Smart. Swiss." Two words that summarize the positioning of the "new" provider: the brand offers the Swiss - according to the communication - the most attractive offers on the market, with values such as customer proximity, simplicity and generosity.
Values that can be found in the campaign developed by M&C Saatchi, which shows the Switzerland of today: an increasingly mobile, innovative Switzerland that wants to use its cell phone more and more and everywhere. The five TV spots by director Indra and the visuals by photographer Lorenz Richard for the poster campaign illustrate this idea of a Swiss population that is always online, sharing every moment of its life. The whole in a light, lively and rhythmic tonality, always from the perspective of a cell phone.
The cell phone has become a way of life, and M&C Saatchi's campaign skillfully translates this obviousness.
Responsible at Salt: Andreas Schönenberger, Sabine Kuszli, Anthony Chabin. Responsible at M&C Saatchi: Olivier Girard (Creative Director); Bérengère Hours, Vincent Schäublin (Artistic Director); David von Ritter (Copywriter); Florentine Baron Pailhès (Director of Client Services). Director: Indra. Photographs: Lorenz Richard. Retouching: Dominique Piccinato. Production House: Edith.
