Idea
Migros: Boss Murpfi
Migros had a new mascot and needed a way to make Murpfi a household favourite. The insight we came up with was children
aged
4 to
8 need
significant
role
models
who
tell
them
tangible stories
to
develop
positive characteristics
such as
courage,
integrity,
and compassion.
Our approach? We
make
Murpfi
the new boss
of
Migros! Murpfi
actively
engages
with
the
new
"Murpfi
Department" to
drive
positive changes
that
enhance
the
lives
of
children
in Zurich
and the
community.
Through exciting
stories,
children
learn
about
the
challenges
Murpfi
faces
as
the
boss
of
Migros and are
encouraged
to
believe
in themselves
and pursue
big
dreams.
We
launched a series
of
short
stories
that
focus
on Murpfi's
adventures
as
boss.
These stories
are available
on platforms
like YouTube, Spotify, Instagram, and the
Murpfi
website.
Additionally, an official
press release is issued with
extensive media
outreach about
Murpfi's
new
role
as the CEO of
Migros.
Art Direction: Sam Nutt
Strategy: Theresa Rauh
Award: Young ADC 2024 Category Cyber Shortlist
Year: 2024
Strategy: Theresa Rauh
Award: Young ADC 2024 Category Cyber Shortlist
Year: 2024
Migros
Murpfi Boss
Language: DE
Agency: Jung von Matt Limmat
Year: 2024
Murpfi Boss
Language: DE
Agency: Jung von Matt Limmat
Year: 2024