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Migros Kulturprozent | Art Exhibition 2019
Migros Kulturprozent | Art Exhibition 2019
Problem: One percent of the turnover from Migros Cooperative is used to invest in Swiss Culture Projects. The Migros Aare regional branch invested heavily in art from local artists. The art was curated by Eva Bigler. Together with Kunstmuseum Bern a retrospective of all the work was planned to be displayed in the museum over summer.
Solution: The selected slogan, "Ohne Verfallsdatum" translates to "without expiration date", which art of course does not have. The slogan creates an ironic link between two diverse worlds that do not normally collide – art and consumer retail. The fact that most of Migros' goods are perishable FMCG the slogan is tongue in cheek and very clever.
A number of brand touchpoints were used to promote the exhibition – from takeaway sugar packets to in-store POS displays to posters and carrier bags.
Highlight: Walking through Bern and seeing many people wandering around with the paper carrier bag that you designed – always a treat for any designer.
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A painting by Pat Moser called «Migros grün» (Green Migros) was used as the key exhibition visual.
A painting by Pat Moser called «Migros grün» (Green Migros) was used as the key exhibition visual.
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The poster was created in German and French as the two main languages in this region of Switzerland.
The poster was created in German and French as the two main languages in this region of Switzerland.
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In the wild...
In the wild...
