Bündnerfleisch – Never lose your sense of humor.
Client Graubünden Ferien & Verband Bündner Fleischfabrikanten Initial position Switzerland's finance minister Hans Rudolf Merz became tongue-tied with the bureaucratic legalise used in the bill of "Bündnerfleisch" (air-dried meat) he was reading and started laughing. He just couldn't stop himself laughing and was soon joined by most of the parliament. Spontaneous Operation One day later, after the elections of the new ministers, we distributed 300 packages of "Bündnerfleisch" (air-dried meat) to all the parliamentarians who had nothing to laugh about. So we advertised "Bündnerfleisch" with the slogan: "Never lose your sense of humor." Agency Jung von Matt/Limmat, 2010