Julius Baer and Farner open a window to the future
How will we live tomorrow? On the occasion of the first Formula E race in Switzerland, the title sponsor of the Zurich E-Prix 2018, the private bank Julius Bär, is getting to the bottom of this important question. In close collaboration with Julius Bär, the Farner agency created an integrated 360° campaign for this purpose.
Together with renowned scientists from the ETH and the creatives from Farner, Julius Baer sketches a picture of the future of Zurich and emphasizes how trend-setting our current investments are for shaping the future.
"How we invest today is how we will live tomorrow." This insight is at the heart of the campaign jointly conceived by Julius Baer and Farner on the occasion of the 2018 Zurich E-Prix. In doing so, the private bank, which is a global founding partner of Formula E and is the title sponsor for the race in Zurich, aims to highlight the innovative power of the electric racing series and how the megatrend of mobility is shaping our future - and how we can all do our part to ensure that this future will be worth living. "For Julius Baer, sponsoring Formula E is an example of how we can positively shape the lives of the future by investing in megatrends today," explains Jan Vonder Mühll, Head of Corporate Communications Julius Baer. "Our campaign aims to make this tangible and at the same time demonstrate our core competence as a private bank."
That's why the campaign, entitled "Window on the Future," looks at the question of how we will live tomorrow from three perspectives. The starting point for this is the campaign hub Future.juliusbaer.com. Here you will find various videos and articles on future mobility (the overarching future topic), E-Prix Zurich (the race & spectacle in Zurich) and Formula E (the global racing series that is a laboratory & accelerator for future mobility). The campaign hub is central to the strategic content marketing approach, which the campaign uses to target audiences with precision.
At the heart of the integrated campaign are visions of the future from four iconographic locations in Zurich: the main train station, Bahnhofsstrasse, Urania and Bellevue. The subjects show how innovations in mobility, technology, architecture and communication could shape our lives in the future. The visions shown are not science fiction, but are based on scientific studies. They were developed by Norbert Rücker (Head of Macro & Commodities at Julius Baer), Prof. Dr. Kay W. Axhausen from the Institute for Transport Planning and Systems at ETH Zurich and Philipp Skrabal (Partner & Chief Creative Officer at Farner). The future world was built using the CGI process.
"Visualizing the Zurich of the future was a creatively enriching, challenging, but above all unique experience," Skrabal explains. "Our campaign is meant to act as a thought-provoking tool, inspiring people to think about the future." The direct involvement of the scientific community was also unique. "Seeing how my research on Future Mobility is processed outside of academia was a very inspiring experience for me," says Prof. Axhausen.
Since May 21, the motifs with excerpts from the Zurich of the future can be seen as static motifs and clips as part of a large-scale OOH campaign around Zurich. In addition, there will be ads in various print and online media as well as a social media campaign smartly and sharply targeted at Julius Baer's target groups. The 360° campaign will be complemented by targeted media work and various below-the-line measures, such as events for Julius Baer clients and employees.
"The 'Window into the Future' campaign is the result of a unique collaboration between a wide variety of communications disciplines," says Jan Vonder Mühll, Head Corporate Communications Julius Baer. "Whether with us on the corporate side, with the agency, with our scientific advisory board or with the other implementation partners, we worked hand in hand in co-creation, challenging and complementing each other."
Responsible at Farner and Julius Baer: Viola Di Carlo (Farner) and Jan Vonder Mühll (Julius Baer) - story, strategy and project management; Daniel Jörg (Farner), Larissa Alghisi-Rubner, Marco Parroni and Gian Rossi (Julius Baer) - steering committee; Philipp Skrabal (Farner), Olivier Berger and Corinne Bresch (Julius Baer) - creative direction; Jonas Brändli, Fabian Röthlisberger and Marie-Theres Ott (Farner) - advertising consulting; Christoph Perner and Flavio Meroni (Farner) - art direction; Christoph Emch and Toby Felder (Farner), Andreas Thomann and Norbert Rücker (Julius Baer) - content production; Yannick Waeny and Marco Böni (Farner) - Digital Media Planning & Performance Marketing; Peter Thieu and Marvin Vrdoljak (Farner), Olivier Stähli (Julius Baer) - Web Development; Michael Schiendorfer (Farner) and Evelyne Brönnimann (Julius Baer) - Media Relations; Kyra Liechti (Farner) and Barbara Beyersdorf-Kemmer (Julius Baer) -Project Assistance; Natascha Retzler-Tavoletta (Julius Baer) - Regional Marketing; Marzia Induni (Julius Baer) - Events; Marco Parroni, Antje Hembd, Chantal Rampone, Yuliana Ramirez Tabares (Julius Baer) - Sponsoring, Brand Communications, Hospitality. Other partners: Frank Estermann (Goodmeat) - film production content; Jens Schillmöller and Sebastian Poerschke (JUS) - direction films content; Saddington Baynes - campaign visuals and film (CGI); Mediaschneider - OOH and print media planning; Eqal| Massiv Music - music composition. Scientific Advisory Board: Prof. Dr. Kay W. Axhausen, Institute for Transport Planning and Systems, ETH Zurich; Prof. Dr. Tony Patt, Department of Environmental Systems Science, ETH Zurich.
