All the things you can find in the heart of Zug

Together with creative agency ESE Agency, Metalli is launching a new awareness campaign. From large-scale out-of-home campaigns to social media, the agency provides comprehensive communication support for the shopping center in the heart of Zug, with a special focus on fostering connection and highlighting its extensive product range.

Anyone traveling through the canton of Zug won't be able to miss the new look. With the start of the collaboration, ESE Agency is further developing Metalli Zug's visual identity, gradually establishing a modern, fresher look. The campaign heralds the brand's facelift. ESE Agency secured the mandate through a pitch. “The fact that we get to kick off with such a bold campaign for Metalli shows the trust they've placed in us. We're incredibly excited about it,” notes Project Manager Geena Gugolz.

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Relatable campaign for everyday situations

The first major wave of the campaign has been visible throughout the canton of Zug since last week. At its heart is the slogan “Findsch im Metalli” (You'll find it at Metalli). In a friendly dialect, it showcases the wide range of over 50 shops and restaurants. Whether it's “Everything for your self-care day?” or “Everything for your home gym?” – the message remains concise: Metalli offers the perfect solution for almost every aspect of life.

For the visuals, Creative Director Severin Gamper opted for a deliberately striking concept. The fisheye-style visuals create both intimacy and depth, while the vibrant colors grab attention. The campaign dares to break new ground for this historic location.

The campaign is being rolled out via classic posters and on digital out-of-home screens – distributed throughout the canton of Zug with a focus on Zug city center.

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Social Media: Posting about 'What's in Store'

Metalli's social media presence on Instagram and TikTok is also getting a complete overhaul. The videos are intentionally reimagined: instead of advertising, Metalli focuses on content – keyword: social by design. Strong moderation enhances identification. This recurring personality guides the community through the center, presents trends, and offers behind-the-scenes glimpses. Through this personal and unobtrusive approach, Metalli becomes more than just a place to 'post'.