Migros
Real singles in underwear
(with mail contact)

2006: While other fashion com­pa­nies adver­ti­se with top models, Migros, Switzerland’s big­gest retail­er, deli­bera­te­ly shows peo­p­le like you and me.

For exam­p­le, ski ins­truc­tors in their underwear.

Eine Schweizer Skilehrerin in Unterwäsche
Eine Snowboardlehrerin zeigt sich lachend in Unterwäsche

In spring 2007, the under­wear is pre­sen­ted by real sin­gles who no lon­ger want to be singles.

Over 700 peo­p­le respond to an appeal.

26 of them can later be seen ever­y­whe­re. They include a poli­ce­man, a desi­gner, a con­fec­tioner and even an undertaker.

On migrosmodels.ch you can get in touch with the sin­gles and send them an e‑mail.

The cam­paign trig­gers a huge respon­se after just a few days. Seve­ral Ger­man tele­vi­si­on teams visit the Migros sin­gles at home, Spie­gel Online, Le Mon­de, the Cor­rie­re del­la Sera and many more take up the issue.

The inter­na­tio­nal ons­laught even brings the web­site to a standstill.

Casefilm. Kreation Kampagne mit Martin Spillmann, Tabea Guhl, Mathias Babst.

→ see all the work

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