Mimi the owl is learning to fly - Migros | Clapboard Ad Archive

Migros’s 2019 Noël campaign Mimi the owl is learning to fly, created with agency Wirz for the Swiss retail sector, is a compelling lesson in the impact emotional storytelling can have on brand affinity and social engagement during the high-stakes holiday period. Anchored by the relatable premise of a family selecting and decorating a Christmas tree sourced from Migros, the narrative subtly introduces Mimi the owl as a visual and emotional leitmotif for hope, growth, and togetherness. The owl’s tentative early flights mirror the campaign’s underlying message about supporting each other, combating loneliness and poverty, and fostering collective generosity – ideals actively embodied through Migros’s annual Christmas donation drive. Set squarely within what Clapboard’s taxonomy classifies as FORMAT#5—Exemplary Story, the campaign makes Migros’s retail environment an integral stage for the action, moving beyond the transactional to position the brand as a facilitator of community and an advocate for Swiss social welfare. The film’s unhurried pacing and gentle symbolism allow the campaign to transcend conventional festive sales narratives, creating a warm resonance that particularly targets family-oriented and community-minded Swiss consumers. The deliberate choice to run in French with distinctive hashtags signals a strong sense of place and cultural relevance, helping the campaign embed itself within the traditions of the Swiss Francophone market at a time when shoppers are most receptive to messages of solidarity and shared purpose. With nearly 278,000 views achieved during the holiday season, this narrative-driven approach not only reinforces Migros’s historic positioning as a retailer rooted in community values, but also spotlights the role commercial actors can play in driving charitable action and social cohesion at scale. Clapboard rates this 63/100. At a time when holiday campaigns risk blending into a haze of sentimentality and sales, Mimi the owl is learning to fly matters because it demonstrates how narrative craft and a strong local call to action can elevate retail advertising from commercial to communal.