ESE Agency & Manifesto Films: Denner Blockbuster with Granit Xhaka and Terence Hill, Staged Cinematically

The Zurich-based creative agency ESE Agency is developing the cross-media campaign for the Denner Western "The Socceritos" by Manifesto Films. Just in time for the World Cup in America, the Swiss discounter is bringing an iconic lineup to the screen, including the comeback of a childhood idol known from action-packed plots and Western films.

When the original Swiss discounter issues a challenge, it does so with cinematic flair. Manifesto Films' movie may be set in the desert, but it's anything but stale. For the new campaign surrounding the World Cup in America, Denner has produced an authentic Western. The highlight: Alongside national players like Granit Xhaka and Zeki Amdouni, and female footballer Ana Maria Marković, genre icon Terence Hill returns to the screen. The idea for the hero trio "Socceritos," who aim to save football in the Western town, comes from Manifesto director Reto Salimbeni. What started as a spontaneous photo evolved into an entire short film. When asked about the cast, he says: "I'm always for aiming high." For Raphael Werner, Head of Marketing Communications at Denner, the film also marks the kick-off for the upcoming World Cup fever: "We wish all football and Western fans a lot of fun and thrilling football moments with the 'Socceritos'."

ESE Agency is supporting this major project "The Socceritos" as the campaigning agency, ensuring that the film – which is available for free streaming to all customers – generates buzz far beyond TV screens.

Western Vibe at Hardbrücke

The story of the high-profile football clique tells a classic hero's tale – perfectly aligning with Denner's brand positioning, as the discounter also sees itself as the "Robin Hood" of Swiss retail. ESE Agency brings this story to life across various media: from social media assets that capture the set's atmosphere and showcase the cast in challenges, interviews, and entertainment content from an entirely new perspective, to owned media and point-of-sale materials. Carrier bags, lifelike cardboard standees, advertisements, and much more were designed in an Italo- or Footballo-Western style. The campaign's centerpiece is the mega-poster at Zurich's Hardbrücke, displayed from June 15th, which will prominently feature the national team stars and the venerable Terence Hill throughout the entire World Cup.

Experience at home or in the cinema

The film is available for free streaming. For a slightly more exclusive experience on the big screen: the premiere communication was also effectively staged in collaboration with the Zurich Film Festival and Blick.

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Cinematic staging down to the smallest detail

To allow Swiss fans to dive even deeper into the world of the Denner Western, ESE Agency also produced an extensive making-of, documenting the collaboration between the football stars and Terence Hill.

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Elia Binelli, Managing Director of ESE Agency, comments: "It was, of course, an honor for us to work with such idols. We are delighted to be able to stage Manifesto Films' movie cinematically beyond TV screens and make the story tangible at every touchpoint of the user journey." ESE Agency looks back on a long-standing collaboration with Denner, which has sustainably shaped the Swiss discounter's brand profile through bold communication. Recent highlights of this partnership include the viral campaign surrounding the "Lidl Heart Heist," the Easter campaign, the staging of the national ice hockey team sponsorship, and sensational content productions with personalities like Jule X or MC Hero.