ESE Agency & Migros produzieren Viral-Song «Grittibänz im Benzzz»

Zurich creative agency ESE Agency and Migros have created real hype with a crazy video for Gen Z and Alpha on TikTok. The clip about a grim grittibänz garnered over 1.7 million views in less than a week. Now the song follows.

Anyone who understands young people can go viral. This is proven by the current social media hype surrounding the Swiss cult pastry “Grittibänz”. Based on the very popular AI-Brainrot content, mixed with rap knowledge and an understanding of iconic Swiss snacks, a chunk of dough has been making its rounds at Benz since last week.

‍

‍

Courage to experiment succeeded

The idea for the content piece was developed in collaboration between the Migros social media team and the ESE Agency, which supports the retailer in the areas of social media, campaigning and employer branding, among other things. Creative Director of ESE Agency, Elia Binelli, says: “AI was the tool. But it went viral because of idea, timing, and courage.” Migros used the stunt to experiment with new technologies: “With this video, we wanted to try out what the technology can do — and it turns out that it can do a lot of things,” Prisca Huguenin-dit-Lenoir, head of the Migros media office, is quoted as saying of the 20 minutes.

Now comes the whole song

After almost 100,000 likes and just as many shares, over 2,000 comments, media reports and numerous user-generated TikToks and remixes, the full version of the track was released today — in collaboration with a producer and a rapper. Elia Binelli says: “The use of AI is a balance — between ethics and zeitgeist.”

‍

‍

You can listen to the entire song on Spotify and Apple Music.