At Ricardo, things live on – in new hands, with new stories. Not moral or didactic, but human and honest. This is where the new campaign from Friendly Greetings comes in and shows everyday situations in which inconspicuous Ricardo finds become surprising heroes.
Editorial team
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March 8, 2026
In a world where new things are constantly appearing, things are replaced faster than they are appreciated. With Ricardo, however, the opposite happens: Here good things get a second chance. And people have the good feeling that they have done something right.
Under the motto “Everyday Weirdness”, the campaign shows slightly over-the-top, bizarre everyday Swiss situations. Whether it’s a stand mixer that enables the start of a smooth morning or an armchair that becomes a place for the best ideas – inconspicuous finds are brought into focus and become real heroes of everyday life for their new owners. The implementation remains deliberately down-to-earth.
Visually, the campaign relies on a dynamic imagery: short, pointed moving image sequences take viewers directly from an ordinary situation to the second-hand object using a zoom-in. This makes it clear that the products are not just everyday objects, but rather become part of a new, individual story. The main headline is “It used to be new. It’s great now.” for use. The topic-specific headlines have the same style: “It used to be new. It’s exactly your style now.”, “It used to be new. Now is the best place for your head cinema.” or “It used to be new. Now is your kick start to the day.” are examples. The headlines get to the heart of the circular economy. A diverse cast acts in realistic living situations.
«With this campaign we emphasize the emotional and sustainable value of second-hand objects, which open a new chapter at Ricardo. “We focus on the relevance of the circular economy in a modern and human way, without pointing fingers,” comments Priska Cavelti, Director of Marketing at Ricardo.
«We don’t just present the products as used goods, but as desirable unique pieces with character. By combining modern aesthetics and a pinch of humor, we make the joy of discovery that characterizes Ricardo visually and emotionally tangible,” says Pascal Deville, CD at Freundliche Grüße.
The campaign will now be rolled out widely throughout Switzerland with (D)OOH subjects and online measures.
Credits:
Responsible at Ricardo: Priska Cavelti (Director Marketing), Cathrine Günther (Senior Digital Marketing Manager), Vivienne Merz (Brand Marketing Manager), Servanne Bedel (Junior Brand Marketing Manager). Responsible for Friendly Greetings: Pascal Deville, Samuel Textor, Fabian Biedermann (overall responsibility), Laura Leuenberger (art direction), Philipp Gloyer, Timo Ueberall (text), Damian del Fabbro (consultation), Pascal Duschletta (agency producer), Lily Marr (set design). Direction and photography: Patrik Lindén. Production: Rockenfeller & Göbels. Postproduction: remote post.
