Campaigning Creativity Retail & Consumer Goods
The best Christmas is when you're a child.
In this way, Migros also wants to remind adults how wonderful and carefree the Christmas season can be - especially when seen through the eyes of children. The script for the TV commercial, for example, was written during a two-day workshop with a group of children between the ages of 4 and 11. The result is a wonderfully crazy Christmas fairy tale about a dear ghost, which was cinematically realized exactly as the children thought it up. Right down to the smallest detail: For example, even the appearance of the monster was determined by children.
In tone, the film is a marked departure from the bittersweet, emotional Christmas stories the retailer has released in other years. How did it come about? "The last few months were mainly characterized by negative news: for example, the tense economic situation, the energy crisis and, last but not least, the war in Ukraine. That's why we as Migros wanted to bring a little more lightness back into the Christmas season this year," Michel Noverraz, Senior Project Manager Campaigning from Migros, explains the background.
Walking loaves of bread, yellow-green monsters and conjured-up brains: weren't they afraid of overwhelming people with so much childish fantasy? "We quickly came to the conclusion that we would only do justice to the idea if we remained consistent and implemented the story exactly as it was told by the children," says Lorenz Clormann, Executive Creative Director at Wirz. What becomes immediately clear with all the crazy ideas: Those who let themselves be enchanted and inspired by children experience a celebration full of wonder. "We're proud to have worked with the kids to create a light-footed, caper-turning ode to the imagination that doesn't try to hit the tearjerker, but inspires you not to always take everything so seriously," adds Wirz Creative Director Jan Kempter. And what do the children say about their film? "I think it's good," four-year-old Flavio, inventor of the running bread, is quoted as saying.
Accompanying the main film, the making-of video is also used as a promotional tool, which not only provides insights into the making of the story, but also shows that the kids' collaboration was not limited to the TV spot. The kids also designed all the OOH posters and the tote bag for the Christmas season. They even drew the logo. In addition, the little protagonists also enchant users on social media channels with their statements and give tips for a successful Christmas meal on the Migusto recipe platform. Finally, they even helped the Migros engagement team organize a surprise event for other children.
The campaign can be seen immediately on TV and cinema, on (D)OOH, print, social media and display ads as well as on POP and will be continuously supplemented until Christmas.