Jung von Matt Limmat captures mountain air for Pro Montagna
To mark the 15th anniversary of Pro Montagna, Coop and Jung von Matt Limmat are showing in a freshly launched campaign what's in every Pro Montagna cheese, honey and chnebeli: a whole lot of traditional farm craft and a little bit of mountain magic.
For Pro Montagna's 15th birthday, Coop, Jung von Matt Limmat and director Ismael Ten Heuvel teamed up with Rosas'n'Co to create a campaign that celebrates the Swiss mountains and their farmers in film and print.
In the campaign film, a boy sets off for the mountains to capture fresh mountain air in a Pro Montagna jam jar and then deliver it to his neighbor in the city. With this gesture, he wants to help her satisfy her longing for the mountains.
In images that have sprung from the vision of director Ismael van Heuvel, the boy's journey to the summit is captured and packed with adventure. Along the way, the boy encounters several mountain farmers who help him on his way. Back in town, the boy presents his neighbor with the confit jar of mountain air. She opens it and the mountain air blows gently into her face. A great adventure that culminates in a quiet, almost magical moment.
The soundtrack to the commercial comes from the Swiss band Patent Ochsner.
The prints of the campaign show wooden panels depicting a topographical map of the Swiss mountains, thus honoring the craft of the producers and farmers from the mountains. The elevations correspond to the production locations of the products.
Support for Swiss mountain regions
Coop's own brand Pro Montagna is intended to stand for traditional craftsmanship, the finest ingredients from mountain regions and support for people in the Swiss mountains. Pro Montagna creates sales opportunities and added value because all processing of the products takes place in the mountains.
With every purchase of a Pro-Montagna product, a small amount goes to the Coop Sponsorship for Mountain Areas to support various self-help projects in mountain areas. For 80 years now, the Coop Sponsorship for Mountain Areas has been helping people in the mountains to improve their livelihoods.
Responsible at Coop: Thomas Schwetje (Head of Marketing / Digital Services), Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Luca Schwarz (Head of Advertising Image / Own Brands), Maryline Hermann (Project Manager Advertising), Florian Fritz (Head of Social Media/Online Campaigning), Simon Flatt (Head of Media), Karin Rieth (Head of Media Classic), Lukas Schmid (Senior Project Manager Digital Media), Marc Muntwyler (Head of CM/Procurement Fresh), Michael Scheidegger (Brand Group Manager Sustainability), Denise Renaux (Brand Manager Pro Montagna).
Responsible at Jung von Matt Limmat: Dominique Magnusson (Creative Direction), Jacqueline Rufener, Linus Konetschnig, Tobias Peters (Text), Michel Kissling (Art Direction), Sarina Pruschy (Graphics), Christian Omlin (Strategy), Sebastian Kaps, Jasmin Jost (Project Management), Natascha Imfeld (Agency Pro- ducer/Jung von Matt PLAY), Nick Schoberth (Executive Client Director), Luitgard Hagl (Executive Creative Director), Stefan Näf (Chief Consulting Officer).
Responsible at TWmedia: Stephan Küng (Overall Responsibility), Manuela Brunner (Media Planning), Pearl Kathriner (Senior TV Planner), Damiano Vitali (Head of TV), Sven Däschner (Head of Online), Aaron Salzgeber, Flavio Garofalo (Digital Campaign Manager).
External partners: Film: Rosas & Co Films (Production): Nadia Rosasco (Executive Producer) Ismael ten Heuvel (Director), Südlich-t (Postproduction), Thomas Winiger (Executive Producer)
Music: HitMill AG (music): Noemi Matthis (Organization)
Print: Analogdigital.tv (Instagram @analogdigital.tv) Rosina Bischur (Executive Producer).
CGI & Post Production: Platinum FMD (Instagram @platinum_fmd)
