An Extraordinary Pack of Chips

Feb. 06, 2024

Dissidence Production unveils its new UFO for the Migros cooperative, market leader in the Swiss retail sector.
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​Directed by Varnish and Rémi Danino, this completely new and crazy film revisits the codes of advertising with a 7-minute short. A new genre, totally at odds with current codes!
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​Salvia Rosmarinus, a customized limited-edition packet of Migros potato chips, an Antigel concert in the Migros Geneva warehouses on February 17, 2024 - these are the magical ingredients of this astonishing recipe lovingly prepared by several hands.
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​It's the crazy story of an unprecedented artistic collaboration between Geneva artist Varnish La Piscine and Migros Genève. Hip-hop, a contemporary music with a rich visual universe, lies at the crossroads of pop culture and a commercial dimension that is accepted, even hijacked.
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​The exhibition is divided into three parts. Varnish customized the packaging of a packet of chips from M-Industrie (Bischofszell AG in Thurgau), sold in all Geneva supermarkets and some Vaud supermarkets as a limited edition. Then, to promote the product, the Meyrinois produced a 7-minute short advertising film, which was shot in the canton of Geneva at the beginning of November. Finally, an evening event in collaboration with the Festival Antigel will be held in warehouse 2 at Centrale Migros Genève on Saturday, February 17, 2024.

Cultural services have always been a Migros hallmark. Every year, whether good or bad, a portion of sales (not profits - an important nuance!) is donated to culture through the Culture Percentage. This financial mechanism, which has been part of the Migros Cooperative's articles of association since 1957, has enabled 5 billion francs to be redistributed to civil society in almost seven decades. It's a model that's unique in the world, and has since been emulated by more and more people.

Today, with this hard-hitting project, Migros Genève aims to shed light on its DNA and update the spirit of Gottlieb Duttweiler, the founder of Migros, who makes an appearance in the film.