Coop - Diversity

In Switzerland, Coop and Migros are more than just supermarkets. As the country’s two largest retailers, they have shaped everyday life for generations and remain close competitors, yet equally familiar presences across the nation.

As part of Coop’s “Diversity” campaign, the idea emerged to acknowledge Migros’ anniversary not with conventional congratulatory rhetoric, but with humour. The starting point was a simple everyday truth. In Switzerland, Coop is everywhere, so omnipresent that you almost inevitably encounter it, wherever you go.

This observation became the creative core of the film. The story is deliberately simple, built around an everyday moment that gently unfolds rather than explains itself.

Rather than drawing lines, the film leans into closeness. It doesn’t set Coop against Migros, but presents both as established and trusted presences in daily life. The message, “Here’s to another 100 years of good neighbourship,” is told with charm, confidence and restraint.

What began as a small anniversary gesture became a piece of work that shows how brand communication can thrive even in direct competition. Respectful, humorous and grounded in a shared everyday reality.