Coop films for the anniversary of Pro Montagna with Xavier Koller
Ten years of Pro Montagna - Coop is celebrating this anniversary with the support of Oscar-winning director Xavier Koller. He directed the new spot, which was penned by Havas Zurich.
Coop has been carrying selected alpine and mountain specialties from Swiss mountain regions under the Pro Montagna brand since 2007. This gives around 250 processing companies and numerous farmers a sales channel for their products. In addition, part of the sales price goes to the Coop sponsorship for mountain areas. This preserves jobs and ensures that customers can enjoy authentic mountain and alpine specialties.
"The choice of Xavier Koller was obvious and we were very happy with his acceptance," said Havas CEO Frank Bodin. "He is the perfect director for the Swiss mountains and his approach to amateur actors is simply wonderful." Because Coop wanted a production with actual Pro Montagna mountain farmers.
The result is a very authentic and affectionate production that shows how the finest specialties have been created in the mountains for generations, naturally and tastily. Just like the Pro Montagna products.
In addition to the 40-second TV spot and a 45-second version for online use, a print and poster campaign was also created, for which the team of photographers Christian Gerber and Victoria Loesch stood behind the camera. These motifs also show in authentic motifs how special specialties are created from a love of the mountains. They form the basis for the POS advertising material. The new Pro Montagna campaign has been on air since the beginning of March.
Responsible at Coop: Thomas Schwetje (Head of Marketing/Digital Services), Sacha Zuberbühler (Head of Marketing Communications), Maryline Hermann (Project Manager Advertising), Alina Walther (Brand Manager Pro Montagna), Béatrice Rohr (Managing Director Coop Sponsorship for Mountain Areas), Joachim von Allmen (Head of Advertising POS Retail), Oliver Johnson (Head of Digital Marketing), Anja Kapust (Project Manager Digital Marketing), Christian Lüdi (Head of Social Media), Stephanie Stähli (Project Manager Social Media) and Karin Heliopoulos (Head of Media). Responsible at Havas: Frank Bodin (CEO), Folker Wrage (CCO), Hanning Beland (Art Director), Magnus Sambo (Senior Copy Writer), Diana Aberkane (Head of Office Basel), Serdal Aktas (Polygraf). Film and photo production: Xavier Koller (director), Pumpkin Film Zurich (production), Constantine Wrage (TV producer), Christian Gerber and Victoria Loesch (photo), Maria Schönbucher (photo production). Responsible at Hitmill: Georg Schlunegger (Composition, Songwriting, Producer), Roman Camenzind (Executive Producer), Fred Herrmann (Mix, Co-Producer), Noemi Mathis (Project Management).
