Always ahead of the times

The very founding of Migros was a pioneering achievement. And this pioneering spirit runs like a thread through the cooperative's history - including, of course, the chapter on sustainability. As early as 2011, Migros was the first retailer in Switzerland to report comprehensively on its sustainability performance. With the "Generation M" sustainability program, Migros is taking responsibility and making a concrete contribution to the benefit of all generations.

Now five years on, this campaign is entering the next evolutionary stage, but continues to rely on the forward thinker. Under the motto "Ahead of the curve for generations," the past, present and future sustainability achievements are presented.

A new manifesto spot exemplifies the history of sustainability since its founding, emphasizing that new ideas have never had it easy, because as a pioneer you were and still are often ridiculed.

Additional short commercials highlight other current and future sustainability achievements of Migros.

In addition to classic channels such as print, posters, and POS communication, this campaign heralds a new approach to moving image series: Migros' commitment to sustainability is presented digitally in a completely new guise with the relaunch of the website, offering not only a new design but also an improved user experience (UX) on all end devices. With a storytelling approach, sustainability topics are presented in a modern way. In this way, the revamped site creates more relevance and depth among visitors and increases the desire to linger and browse. The new campaign is also accompanied by various digital measures on e-boards, displays and other formats.

Responsible at MGB: Giovanna Colucci (Sustainability Communications Project Manager), Nadja Agreda (Marketing Communications Trainee), Christine Gaillet (Media Spokesperson), Désirée Poffet (Digital Communications Project Manager). Responsible at Jung von Matt: Dennis Lück (CCO), Samuel Wicki, Pablo Schencke (Creative Direction), Fabian Windhager (Text), David Hanselmann, Lukas Frischknecht (Art Direction), Tanja Jablanovic, Nathalie Brogli (Graphics), Thomas Steiner, Vanessa Zwinselman, Andrea Walker, Fernando Gort, Marcel Mägerle, Tom Blum (Consulting), Sarida Bossoni, Deborah Herzig, (Art Buying), Pepe Kägi, Amina Elmallawany, Debora Botella (Production, DTP). Responsible at Station: Andrea Dätwiler, Patrick Stoll, Thomas Bestvina (consulting), Dennis Schärer, Karin Zürcher, Martina Egli, Michaela Ertl, Mike Fischer, Patman, Paula Zegers (creation),Osiris Roost, Steve Ottoz (development). Responsible at Aperto: Lukas Bezler, Niclas Dietrich (design), Cathleen Eberhardt, Marc Marmillot (conception / UX), Axel Klingelhöfer, Christiane Krüger (client management), Zsolt Juhasz (technology), Heike Darlatt (editing and content management). External partners: Cobblestone (film production), Axel Laubscher (direction), Kasper Wind (DOP), Jingle Jungle (sound), Melanie Afflerbach/MEL Y MEL (photo production), Timmo Schreiber (photography), OMD (media agency).