Our cultural associations are committed. They fire our imagination. They offer a home to all: the introverts, the exalted, the experts, the beginners. Good reasons to support them by collecting and allocating club vouchers.

The films conceived by WIRZ and produced by Stories AG with director Dominik Locher also convey the special nature of such diverse cultural associations in a charming way. They place the now well-known Migros cast in the environment of the association and tell - naturally with the typical Migros wink - little episodes from the not always simple everyday life of the cultural associations. The unifying element of the comprehensive campaign with its numerous online and offline measures is the striking key visual with the call to collect for the clubs.

Effort that pays off

The public campaign is only the tip of the iceberg of the complex promotion. In the run-up to the campaign, the clubs were informed about their eligibility to participate, activated to take part and motivated with documents to mobilise their members themselves. Then it was a matter of recording club wishes, confirming participation and getting the branches on board. The final rating and the proportional allocation of the generous funding pot of 6 million francs also had to be well prepared. A lot of effort, but as Migros project manager Laura Geerts says: "It's worth it. Associations are at the heart of Swiss culture and society. It fits perfectly with Migros' attitude and tradition to get involved here."