Migros - "The Migros Beer (112s)" by Eurobest 2023
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| Title | The Migros Beer (112s) |
| Brief | The Swiss supermarket Migros let its customers vote on whether Migros should sell alcohol in the future. To promote the vote, we utilized a product idea instead of a "usual” campaign and invented the very first Migros beer. It was directly linked to the outcome of the vote. Should the pro vote come through, the OUI beer with alcohol would be released. Should the opposition win, they could celebrate with the non-alcoholic NON beer. This changed public perception completely: Instead of divisive politics, a fun product took the stage. And instead of talking about the "sinister" aspect of selling alcohol, people were discussing which beer they would prefer to see in their supermarket in the future. The Migros Beer and its integrated campaign thus not only made the results more tangible and illustrated Migros’ neutral, democratic stance in a striking way, but also gave the story a much-needed positive twist. |
| Agency | Wirz |
| Campaign | The Migros beer |
| Advertiser | Migros |
| Brand | Migros |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Creative Direction | L...nz Cl....nn Subscribers Only |
| Creative Direction and Copy | ..n K....er Subscribers Only |
| Copy | A...an B...e Subscribers Only |
| Copy | N...a Be.....ic Subscribers Only |
| Art Direction | J...ic Ma....lo Subscribers Only |
| Art Direction | H...ah Z...tel Subscribers Only |
| Account Management | J...a M...er Subscribers Only |
| Account Management | ..a Ba....nn Subscribers Only |
| Account Management | Ca....na J....nez Subscribers Only |
| Account Management | E..a Pa.....is Subscribers Only |
| Agency Producing | E...mo P....ba Subscribers Only |
| Agency Producing | R....ie H...z Subscribers Only |