Kind regards makes "Re-Loved" a standing term for Ricardo

In the new Ricardo-campaign is not about new, but about secondhand. The focus is therefore on the slogan "Re-Loved instead of New", with which Freundliche Grüsse supports secondhand as a sustainable alternative to buying new, also in terms of fashion.

The bracket "Re-Loved" not only wants to show attitude, but also inspire to buy or sell. Pascal Deville, Creative Director and Founder at Freundliche Grüsse, adds: "We have created a flexible platform to make "Re-Loved" a standing term in Switzerland. To do this, we swore in the team - from workshop to implementation, to live the Re-Loved groove." Since the whole mechanic was thought modular and the campaign produced accordingly, it can be adapted for different target groups, from young hipsters to the young at heart. So headlines are also used that address the target groups individually.

The equipment was also second hand

Digital vs. analog - preferably both in combination: At the heart of photography and video is a unique style, bold and direct. For this purpose, the young photographer Emilia Staugaard from Denmark was engaged, who almost exclusively takes analog photographs. Thus, the majority of Ricardo's subjects are also analog - the trend towards analog photography is currently also emerging on Instagram. The entire film shoot and photo shoot was all about re-use: everything you see in the pictures, equipment and styling, was second-hand, and attention was paid to sustainability, right down to the catering.

The campaign focuses on secondhand fashion, but other product areas are also staged. On a performance level, "Re-" is combined directly with objects to provide inspiration and encourage the buying and selling of second-hand items. The campaign goes live across Switzerland in mid-November 2022. From TV and posters to online videos, social media implementations, display ads and streetcar lettering, the campaign will be played out broadly across Switzerland.

Responsible at Ricardo: Christine Moch (overall responsibility), Olivier Schorro, Ana Jagacic (Brand Marketing), Catherine Günther (Digital Marketing), Alberto Bozzi (Content Marketing). Responsible at Friendly regards: Pascal Deville, Marion Schwager, Samuel Textor (overall responsibility), Mara Schwegler (art direction), Philipp Gloyer, David Elmiger (text / concept), Roxana Hudson, Alessandra Di Giorgi (consulting), Janine Sonderegger (head of content), Roberto De Bonis (social media manager). Film production: (Tasty Pictures), Lea Fee, Pascal Duschletta (Producer), Emilia Staugaard (Photography), Nicklas Hemming (DOP/Director), Tobias Baumann (Strategy / SHB+), Jürgen Kupka (Colorist), UKO The Audio Suite (scoring & mix). Media (Mediaschneider): Lisa Kaniampuram, Franco Arenas.