The Virtuous Circle Campaign

Why has EHL decided to launch this campaign ? Where did the idea come from ?

For some time , we have been talking about placing humanity at the heart of what we do at EHL We want to show that we stand behind brand values important to us and to the next generations , and to highlight EHL as a “good brand ”.

Our Fall ’22 brand campaigns are built around “ The Virtuous Circle ” a film which poetically and symbolically highlights the concept of transmission as part of a virtuous circle

Where does the name Virtuous Circle come from ?

The film and the messages conveyed are a change of theme for EHL . We are focusing on the role that human interaction plays in an EHL education .

The concept behind the virtuous circle is that transmitting kindness , benevolence , and attention to others ignites a circle of well - being . The world needs people who can start this virtuous cycle , and keep it going .

You can see the film and read more about the concept here

What is the main objective of this campaign ?

It is a brand campaign , so the main objective is to increase our brand visibility. We are also aiming to convey our brand image as that of a positive , progressive brand , in line with the times , with values that are important for future generations

Because of the inspirational , storytelling nature of the video , we have focused on video channels for paid campaigns to support the film They are running in French , German and English on 3 different channels : Traditional TV, YouTube and Google display ads The campaigns are primarily running in Switzerland , in both the French and German - speaking parts , and in Singapore

How does this campaign differentiate EHL from its competitors ?

We have differentiated both our brand narrative and visual landscape from our competitors in this campaign

The film and the ads around it stand out from the others and have stopping power, which are key elements in effective advertising Instead of focusing on simply promoting our programs quite classically like we usually do in paid advertising , this campaign also brings an inspirational message that neatly ties to EHL’s core values .

Any additional thoughts you ’d like to share with our community about the campaign ?

We have gotten very positive feedback about this campaign from very different people , as well as a fair number of questions , as well as people who “didn ’ t get it ” –which is quite normal for a very conceptual and symbolic campaign . Not everyone has to “get it ”. In the end , what is important is the resulting “ buzz ” - many people are talking about the campaign , which is a great success in itself

TO WATCH THE FILM AND READ MORE ABOUT THE CONCEPT, HEAD OVER TO OUR WEBSITE .