Migros belongs to the people.
Switzerland's biggest supermarket is organized as a cooperative society. More than 2 million out of the 8 million people living in the country are part of the cooperative – in other words, 1/4 of the Swiss population are proud Migros owners. As an ode to its owners, the campaign is dedicated to representing the diversity of the population, portraying Migros owners from everywhere in the country.
My work included art direction for photography, with images shot by Alice Moitié.
