«Culture Percentage»


With the help of a national umbrella campaign, the Migros Culture Percentage brand and its versatile involvement will be firmly anchored within the Swiss population. The central idea of the new umbrella campaign is as simple as it is brilliant: the two words “Percentage” and «Culture» will be dramatised and interpreted independently.

The visual hook
Migros Culture Percentage presents a conspicuously small percentage of its activities and projects in the media, namely «one percent culture» – part of a painting, a theatre stage or a cookery class. In this way, the diverse exposures are made known in a surprising way. Each subject, in turn, comprises part of the overall commitment of Migros Culture Percentage.

The communicative hook
Through word plays and neologisms, the multifaceted activities of Migros Culture Percentage in the fields of culture, society, education, leisure and economy will be newly interpreted. In this way, terms such as dance culture, cooking culture, leisure culture, talent culture, to name just a few, will demonstrate and convey in a targeted way what is hidden behind the word «culture» – because Migros Culture Percentage stands for more than just «culture».

Through the new umbrella campaign, the Migros Culture Percentage brand will be effectively reinforced throughout its range. The idea for the campaign arose from a pitch and was developed by Spillmann/Felser/Leo Burnett advertising agency.

German:
To the advertisements
To the radio spots

French:
To the advertisements
To the radio spots

Italian:
To the advertisements
To the radio spots

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