The holiday season is upon us, and Migros, in collaboration with the creative minds at the Wirz agency, is set to enchant audiences once again with the return of the charming Wichtel Finn. After capturing millions of hearts in 2017, Finn is back in 2023 to spread joy and warmth during the festive season.
The Teaser and Speculations
The excitement began with a teaser film circulating in the Migros community, sparking speculation and anticipation among viewers. Recently confirmed by Migros and Wirz, Wichtel Finn is making a comeback. The first two films featuring this endearing character went viral, touching millions worldwide. Despite a period of silence around the Wichtel, fan demand for another Christmas story with Finn persisted, and now that wish is being granted.
Giovanna Colucci, Senior Project Manager at Migros, emphasizes the deeper meaning behind their Christmas campaign, stating, “At Christmas, we don’t just want to tell a beautiful story, but also remind people of the importance of being there for each other.” This year, they aim to achieve this through the character of Wichtel Finn, who goes above and beyond to fulfill a little girl’s dream.
The Campaign Theme: “Machen wir Träume wahr” (Let’s Make Dreams Come True): The motto for this year’s campaign is “Machen wir Träume wahr,” translated as “Let’s Make Dreams Come True.” Migros, in collaboration with the Mutabor agency, has created a Christmas platform where, starting from November 19th, individuals can nominate people in their lives whom they want to fulfill dreams alongside Migros. Dream categories include everything from long-awaited trips to new furnishings for children’s rooms, cultural events, and more. Migros will review the proposals and strive to make as many dreams come true as possible.
Empathy in Action
Lorenz Clormann, Executive Creative Director at Wirz, sheds light on the empathetic nature of Finn. He recognizes the seemingly small wish of the little girl as something significant and demonstrates that anyone, even a small Wichtel, can make a big difference in the lives of others.
Wichtel Finn takes center stage not only in TV and online films but also in six short online films that immerse viewers in Migros’ Christmas world. Finn’s presence extends to Digital Out of Home (DOOH) displays, social media platforms, and TikTok, creating a festive atmosphere and numerous joyful moments throughout the Advent season. Additionally, Wichtel Finn can be found in point-of-purchase displays and display ads.
As the holiday season unfolds, Migros and Wichtel Finn invite everyone to join them in making dreams come true. The heartwarming narrative, coupled with the interactive Christmas platform, promises to spread joy, foster empathy, and remind us all of the magic that can be found in fulfilling the dreams of others during this special time of year.