Home Zurich and Shining Film let donate with attention
Donating has never been so easy: Bank Cler's campaign in favor of the Swiss Cancer League turns views into money for the fight against cancer. This is made possible by the innovative use of the basic principle of digital media. And the prominent cast of the campaign films.
With digitization, attention has become a currency for everyone. Anyone who has it can turn it into money - for example, with advertising placements. Heimat's new campaign for Bank Cler on behalf of the Swiss Cancer League uses this basic principle of the media society in an innovative way. The idea: Bank Cler produces films for the Cancer League in which it makes an advertising appearance. Those who watch the films also watch Bank Cler's advertising. Therefore, the Swiss Cancer League receives Bank Cler's advertising money for each view. In other words, instead of conventional advertising-financed media earning from the sale of contacts, the Krebsliga Schweiz campaign makes this advertising revenue possible.
Advertising revenue depends on reach. This is to be achieved through the prominent casting of the films and a film concept that lets the protagonists meet in surprising constellations and entertaining contexts. Hausi Leutenegger, Tamy Glauser, Dominique Rinderknecht, Kiko and Gian Simmen declared themselves ready for the one-day adventures that director Lukas Maeder and Shining Film developed and implemented with Heimat. An integrated part of the entire process was the campaign's focus on media distribution.
The first film shows Tamynique visiting Hausi Leutenegger. The mission of the two vegans: To teach the bon vivant to do without. As expected, however, the charismatic and successful entrepreneur, actor and Olympic champion is not entirely convinced.
For the second film, comedian Kiko traveled to the Jungfraujoch, where he met Gian Simmen. At 3500 meters above sea level, the first Olympic champion in the halfpipe demanded a lot from the declared summer man. Whether it was the quick wit of the man from Grisons or the thin mountain air remains to be seen; on the Top of Europe, even the quick-witted Kiko sometimes runs out of arguments.
Bank Cler's campaign as a long-standing partner of the Swiss Cancer League has already received mass media attention and is spreading via social media.
Responsible at Bank Cler: Gregor Eicher (Head of Marketing), Barbara Gürtler (Branding). Responsible creative agency: Home Zurich. Film production: Shining Film. Directed by: Lukas Maeder.
