Observed Signal · May 26, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Bold Partners on Wingo's AI‑Generated Campaign
Bold partners Philippe Hansen and Moritz Adler discuss the creative process behind Wingo’s new brand campaign, which shifts away from testimonial-driven, comedic ads toward a simpler claim (“Weil's einfach geht”) and a visual system built around a “variable room” and a flexible Wingo logo. The campaign used a hybrid production workflow: studio photography and filming of real people provided source material that was then used to create AI-generated "Digital Twins" and final imagery/videos; no studio images appear unchanged in the finished ads. Swisscom (Wingo’s parent) requires transparency and labels the communication as AI-produced (“AI‑Umsetzung”). The agency says the approach changed roles across agency, photographer and production partners and accelerated creative testing via generative tools.
The campaign demonstrates a practical, hybrid use of generative AI in commercial creative production and explicit AI labeling by a major telco (Swisscom/Wingo), signaling evolving production workflows and transparency practices that other agencies and brands may adopt.
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Key Takeaways & Evidence Grounding
- Wingo relaunched its positioning with the claim "Weil's einfach geht" and a campaign that removes single-person testimonials.
- Agency partners Philippe Hansen and Moritz Adler (Bold) led a campaign built around a "variable room" and a flexible Wingo logo as core brand assets.
- Production used a hybrid workflow: studio shoots of real people were turned into AI-generated "Digital Twins"; no studio image appears unchanged in the final outputs.
- Swisscom applied an "AI‑Umsetzung" label across Wingo communications for transparency.
- Photographer Laurids Jensen contributed studio material and participated in prompting/creative direction for the AI-based production.
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Related Market Signals & Shifts
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Wingo Campaign Uses AI‑Generated 'Digital Twins'
Swisscom brand Wingo and agency Bold launched a new advertising campaign that photographed real models as references and then created fully AI-generated "digital twins" for the campaign. Persoenlich.com editorial director Christian Beck said the approach is legally cleaner than models that repurpose other images, while editor Sandra Porchet urged clear labelling to distinguish AI‑generated from real models in advertising. The piece also notes related publisher activity (a persoenlich.com podcast recorded on 26 May 2026) and mentions broader discussion about AI use in creative production.
Bold launches Wingo summer campaign for roaming and internet
Bern-based agency Bold has created the first offer campaign for telecom provider Wingo following the brand’s relaunch in spring 2026. Running since June across Switzerland, the summer-trade campaign highlights mobile roaming and home internet deals using bright, summery visuals. Media placements include Out-of-Home, display and social media. The client is Swisscom (Schweiz) AG; Bold is credited as the responsible agency and DOOH production lead, with Laurids Jensen contributing key visuals. The campaign is framed under Wingo’s platform “Weil's einfach geht.” The article was published on 2026-07-09.
Swisscom launches AI-made 'devicemonials' campaign
Swisscom launched a campaign called “Devicemonials” (running since July) that stars devices—smartphones, laptops and tablets—narrating their everyday lives to promote Swisscom services. Basel agency Mona und Mateo devised the concept, characters and stories (it has held Swisscom’s advertising account since June 2025), while Zurich-based production company Stories handled film production. Visual raw footage was generated with AI video models, but humans carried out editing, postproduction, voice acting and final sound design; about twelve people worked on the production (excluding voice actors). Episodes are distributed nationwide on digital channels, social media, blue Cinemas and television, with a new installment each month through December. Swisscom disclosed AI use in its press release but did not label broadcast spots; agency and production leads say AI alters workflows without removing human creative decision-making.
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