Oh you cheesy, annoying, wonderful Christmas time.

Category

Campaigning Creativity Content Retail & Consumer Goods

Year

2020

Do we need Christmas decorations in November? Maybe, thinks Migros and highlights the different facets of the Christmas season with smaller and bigger stories.

In its Christmas campaign, Migros does not focus on a single highlight, but celebrates the entire Christmas season with everyday and less everyday stories: we experience a small dispute about the right time for a festively decorated apartment, learn how many candles actually belong on a proper Advent wreath, are reminded to wear a mask while shopping, and discover that parents behave naughtily as soon as the children are out of the house. Always with us is Migros. It's there for us, whether we're decoration fans or decohaters, whether we like to celebrate vegetarian or with meat, and when we need cleaning supplies as a preventive measure for making cookies with the kids - in keeping with the communicative guiding principle of “simply living well”.

Even the Christmas celebration itself is not quite classical at Migros: The teenage daughter decides without further ado to celebrate the holiday with her best friend instead of her dad.

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And even after the festivities, life goes on, with a little insight into the everyday hardships of a single father and his daughter's menu.

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The residents of an apartment building just across the street from a Migros branch, familiar from the launch campaign, also make up the permanent ensemble during the Christmas season. They represent the many different types of households in Switzerland and focus on the smaller and larger hurdles of everyday life.

The campaign can be seen in all its facets across Switzerland in the full range of communications: on television, online as films and banners, as DOOH and as print ads. And Migros is also on hand as an everyday facilitator on social media and the web. On the landing page, it comes up with unconventional ideas, recipes and an entertaining chat of the house residents. The teenager Lea is active with Stories on Instagram and various GIFs of the cast invite to express and share Christmas feelings.

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