A national image campaign that opens a 125-year-old automobile club to a younger generation

Automobilclub der Schweiz

Automobilclub der Schweiz

The Automobilclub der Schweiz turned 125. Together with the ACS head office, Collective Agency developed a careful evolution of the brand and the creative concept for a national image campaign — the opening move of a multi-stage strategy to open the club up culturally. The brief was to bring the brand closer to a younger audience step by step and lay the groundwork for long-term membership growth among people under 30.

Client

Automobilclub der Schweiz

Services

Paid Social Media Marketing | Videography / Photography | Brand Strategy | Crossmedia Campaigning

Collective Agency shoots the ACS film series on location.
Collective Agency portrays classic cars from the real ACS environment.
Collective Agency puts different personalities at the centre of the ACS campaign.
Collective Agency captures unscripted moments for the ACS series.

What emerged is a five-part video series portraying people of very different backgrounds together with their cars driving not as a product category, but as an expression of freedom, individuality and passion. A footnote we like: during the collaboration Julia Gut (@racelikeher) grew into a nationally recognised voice for the visibility of women in the automotive scene.

What emerged is a five-part video series portraying people of very different backgrounds together with their cars driving not as a product category, but as an expression of freedom, individuality and passion. A footnote we like: during the collaboration Julia Gut (@racelikeher) grew into a nationally recognised voice for the visibility of women in the automotive scene.

Video Rennsport

Video Camper

Video Clubleben

Authenticity was not a stylistic choice here but a condition. Every protagonist and every vehicle comes from the real environment of the ACS; nothing was staged or scripted. Some interviews ran well over thirty minutes, and the edit condensed them into short portraits that still carry remarkable depth. The visual language sits deliberately between documentation and romanticisation: symmetrical compositions, long takes and precisely placed motion blur create a dreamlike, almost cinematic aesthetic that collides with the raw emotion of the cars and the Swiss landscapes around them. The result feels less like automotive advertising than like the memory of a particular encounter — nostalgic, iconic and emotionally charged at once.

Collective Agency shows driving as an expression of freedom.