All of summer in a single word. (And a song.)

Category

Campaigning Creativity Retail & Consumer Goods

Year

2022

Summer is more than a season. It’s a way of life. We found it odd that there wasn’t a good verb to describe all the wonderful things you can do in summer. That’s why Wirz and Migros came up with one. Here it is: to summer.

In the summer of 2022, we’ll be summering to the max across all channels. From TV and online spots to posters and product range adverts: the verb ‘to summer’ will be at the heart of everything we do. During the first stage, we’ll be summering in. Later, we might summer up, summer around and summer all through the night, and once late summer comes around, we’ll slowly have to summer off again.

In our teaser, the inhabitants of the Migros Cosmos are preparing for summer. They’re all doing their own thing, but everyone is vibing to what may well be the catchiest summer tune since 1996: Mr. President’s Coco Jamboo.

On top of the traditional channels, our summer campaign will span the whole range of media: from the digital summer hub with its swimming pool quiz to the iconic tote bad with its ice cream print.

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