Mona and Mateo positioned Swiss farmers

Mona and Mateo prevailed in a multi-stage pitch for the overall mandate. The focus of the communication is on the services provided by Swiss farmers on a daily basis on behalf of and for the benefit of the population. This focus was defined in advance by means of a new strategy and is now being implemented with the campaign "Swiss farmers, for you. The new logo has a double meaning. Its dichotomy cites the lush meadows and open skies between which the world of Swiss farmers takes place. In addition, the logo is used as an active element on the subjects and thus distinguishes the added value for consumers. The claim "For you." supports this addressing of the services as benefits to the target group.

The motifs show people from the city enjoying the benefits of Swiss farmers in the countryside and on farms. The logo frames these moments, the headlines name the benefits and the claim addresses them to the viewers. In the implementation of the campaign, the focus is on a realistic rendering of the agricultural world. In order to adequately translate these diverse, colorful and real scenes into advertising, they were photographed in analog - by Lukas Wassmann. In addition to posters, the broad campaign is composed of moving images on social channels, print, banners and the revised website. In addition, all farm projects were integrated into the main brand. "The aim of the information campaign is to bring the work and the world of Swiss farmers closer to the population. The immediate positive effects on all of our daily lives are the best argument for a positive attitude towards agriculture. The new appearance and the new means of communication do just that: They show what you and I get out of Swiss farmers existing," says Mäggy Stark, Communications Project Manager at the LID Agricultural Information Service. The campaign, which was launched nationwide on June 13, 2022, marks the start of the new communication of the "Swiss Farmers & Women" brand. The client is the Swiss Farmers' Union (SBC).   MUM_SBB_E_Panel_Variety MUM_SBB_SoMe_Story MUM_SBB_Youtube_adventure MUM_SBB_Youtube_Fresh MUM_SBB_Youtube_Regionality MUM_SBB_Youtube_diversity

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Responsible at SBC: Mirjam Hofstetter, Co-Head of Communications, Marketing Division. Project management: Mäggy Stark, Project Manager Communication LID. Responsible for concept and implementation at Mona and Mateo: Nicole Waldis, Sheena Czorniczek, Hannah Mey, Nadine Zürcher, Lesley Ryffel, Otis Horiuchi, Meret Lauener, Mona Fluri, Mateo Sacchetti. Production: Studio Voile LLC. Photography: Lukas Wassmann. DoP: Horatiu Sovaiala. Styling: Guya Marini. Responsible at Ceres Media: Michael Richner, Head of Media.