UBS, Switzerland’s biggest bank, together with the SwissSkills initiative, are partnering to advocate apprenticeships. In their corresponding campaign, they make fun of bankers.
Switzerland doesn’t only have good chocolate, cheese and banks, but also exceptionally good apprenticeship training. However many young people choose to go to university because they believe it will enhance their career chances. Together with the SwissSkills Initiative, the Swiss Bank UBS has set itself the goal of positioning experience-focused apprenticeships as an attractive career option.
To announce the bank’s commitment, Publicis Switzerland has put together a campaign which shows that the land of banks, Switzerland, needs more than just bankers and theorists, who can’t really muck in. Because the Swiss economy is dependent on well-trained professionals from all sectors.
The self-deprecating campaign does not question the banking profession but recognizes the diversity of many possible careers, says Daniel Fischer, Head of Marketing at UBS Switzerland: “The financial sector is an important pillar of the Swiss economy. What makes our country unique, however, is the dual vocational training system and the high education standards within the different occupations. I would never think of tampering with a circuit box. That’s better left to the professionals.”
The campaign was shot by award winning Dutch director Bart Timmer and covers TV, OOH, as well as diverse online and social media channels.
Production Company: CZAR Zürich
Executive Producer: Thorne Mutert
Director: Bart Timmer
Producer: Sandy Blum, Vincent Taeger