| Title | REGIONAL DIVERSITY |
| Brand | MIGROS |
| Product/Service | MIGROS FOOD |
| Category |
F05. Cultural Insight |
|
Entrant
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PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
|
|
Idea Creation
|
PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
|
|
PR
|
PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
|
|
Production
|
PLAN B FILM Zurich, SWITZERLAND
|
|
Post Production
|
PLAN B FILM Zurich, SWITZERLAND
|
Credits
| Jessica Sonderegger |
Plan B Film |
Film Director |
| Tobias Dengler |
Plan B Film |
Cinematographer |
| HC Vogel |
Plan B Film |
Executive Producer |
| Peter Brönnimann |
Publicis Zurich |
Creative Director |
| Pablo Schencke |
Publicis Zurich |
Creative Director |
| Jan Kempter |
Publicis Zurich |
Creative Director |
| Jan Theus |
Publicis Zurich |
Art Director |
| Suzana Kovacevic |
Prodigious Zurich |
Integrated Producer |
| Matthias Koller |
Publicis Zurich |
Managing Director |
| Cathy Nyffenegger |
Publicis Zurich |
Account Director |
| Jacqueline Willimann |
Publicis Zurich |
Account Director |
Write a short summary of what happens in the film
There is not just one word for Apple Core in Swiss German, there are more than 30 different regional words. While we see one apple core, a voice is saying all the different words people say for apple core in different regions.
Same with the end bit of bread and potato.
Please tell us about the cultural insight that inspired the work
Switzerland is small and has four languages. And each language has many different regional dialects. There are for example more than 30 different regional words for the the apple core – in Swiss German! Or more than 20 different regional words for potato. Or even more than 100 different words for the end bit of the bread. We used this insight to advertise the regional product line at retailer Migros. Migros offers more than 9000 different regional products (labelled “Migros From the region”) and makes a turnover of around 1.2 billion francs with regional products.