Each year millions of single-use packaging are consumed and then thrown away. The idea of this Migros group's new brand is to offer a wide range of iconic products without single-use plastic packaging, thanks to a deposit system called "modules". In fact, this new ecosystem of modules makes it possible to transport theses products on demand, from producer to consumer in a more sustainable way.
To communicate on the launch of this new brand, we choose to exploit the notoriety of Migros products by stripping them of their packaging. This strategy helps to raise awareness among Swiss consumers to encourage them to adopt this new way of consumption.This project required a lot of investment and thought. First, I defined the brand itself with its strategy, visual identity, the deposit system supply chain and it's integration into the supermarket. Secondly, I took care of the communication campaign by writing and directing the film and the various visuals of the campaign.
Design & advertising art direction: Adrien Brunat
Voice over artist: Fabien Gauthier
Model: Zélie Piguet
Extra researcher 1: Olivia Courbot
Extra researcher 2: Duncan Giraud Daspres
Le Truc Studio VFX
How to solidify liquid ?
In order to be able to photograph theses products, I had to develop a technique that allowed me to solidified the liquids. I've used some agar-agar which is a thickening kitchen agent.