This Cheers campaign uses a simple, replicable gesture to turn snacking into a symbol of connection— Clapboard's Global Ad Archive.
An extraordinary pack of chips - Migros | Clapboard Ad Archive
Migros Genève's campaign, titled An extraordinary pack of chips, marks a bold and innovative step in the Swiss retail sector, creatively orchestrated by the agency Dissidence. At its core is the limited-edition Salvia Rosmarinus potato chips, an artistic endeavor that transforms a simple snack into a collectible item, designed by the visionary Geneva artist Varnish La Piscine. The campaign unfolds through a unique 7-minute short film that challenges traditional advertising norms, directed by Varnish and Rémi Danino, and showcases a captivating blend of hip-hop culture, visual storytelling, and commercial creativity. This film not only serves as a promotional vehicle but also as an artistic expression that resonates with the cultural zeitgeist, appealing to a younger audience in Geneva and the Vaud region. The initiative consists of three key components: the customized packaging, the avant-garde film, and a live event in collaboration with Festival Antigel, which invites the community to engage with the brand in a dynamic setting. By leveraging the rich visual and musical universe of hip-hop, the campaign blurs the lines between art and commerce, positioning Migros as a facilitator of cultural experiences rather than just a retailer. The character-driven narrative features memorable personas such as Jerry le cyclope and Ben le savant, further enhancing the film's connection to pop culture while subverting conventional advertising tropes. What Clapboard's taxonomy would classify as FORMAT#12—Parody or Borrowed Format—this campaign cleverly appropriates and reinterprets familiar entertainment genres, transforming the launch of a snack product into a cultural statement that invites dialogue and engagement. With a Clapboard Campaign Score of 86/100, this campaign exemplifies how brands can authentically connect with contemporary cultural movements while offering consumers not merely products but meaningful experiences that resonate on a personal level. This campaign matters because it illustrates the potential for brands to engage in artistic collaboration, enriching the consumer experience and redefining the role of advertising in the modern marketplace.
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