Switzerland’s largest supermarket chain, Migros cooperative, has launched a campaign with creative production studio, Dissidence Production, that’s worthy of its size and stature. The epic work is all about a potato chip. It begins with a crazy 7-minute film, directed by Varnish (real name, Jephté Mbisi, a hip-hop artist, songwriter, producer and filmmaker) and Remi Danino, moves onto the limited-edition packet of Migros potato chips and then a concert event, part of Festival Antigel held in warehouse 2 at Centrale Migros Genève on Saturday, February 17.

Varnish is Jephté Mbisi, a hip-hop artist, songwriter, producer and filmmaker.

Culture has 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 in almost seven decades.

The project underlines Migros’ DNA and updates the spirit of Gottlieb Duttweiler, the founder of Migros, who makes an appearance in the film.

Credits:
Directed by Varnish & Rémi Danino
​Produced by DISSIDENCE & LA PISCINA
​​Executive Producers: Victor Fabbretti & Oumar Touré
​Director of Photography: Asselin Gauthier
​Production Manager: Joseph Ragons
​Production Assistants: Henri Royné & Inès Diaz
​1st Director Assistant: Clément Furic
​1st DOP Assistant: Félix Sulejmanoskii
​Editor: David Couliau
​Sound Design: Théo Lacroix & Varnish @ Colors Records studio ​
​Colour Grading: Nicolas Gautier @ Les Films du Périscope ​ ​ ​ ​ ​ ​ ​ ​ ​ ​
​VFX Post Production: Neels Studio
​Creative Producer: Julien Claustre
​VFX Supervisors: Jonathan Deniard et Frederic Mayer ​
​Production Manager: Louise Marquer