150 Years of Pax: «Wo Vorsorge daheim ist.»

To mark its 150th anniversary, Pax is taking a new approach: with a green sofa travelling across Switzerland. The pension insurance provider is using this milestone as a starting point for a stronger brand presence. In collaboration with us as an agency for brand experiences, a year-long 360-degree campaign is being created, publicly showcasing for the first time what Pax stands for – today and tomorrow.

150 years of experience – and until recently, a deliberately understated presence. Pax is now changing that. With a nationwide campaign, the cooperatively rooted pension insurance provider is consciously returning to public life.

When positioning takes shape

A green sofa appears. On a railway platform. In the old town. On a ski slope. It is more than a piece of furniture – it is a symbol. Under the slogan «Wo Vorsorge daheim ist», an abstract topic becomes tangible: protection as a feeling. As familiarity. As a place where people feel safe – right in the midst of everyday life.

«The green sofa is our symbol for a feeling that, at second glance, has a great deal to do with protection: being at home. It represents stability, comfort, and a sense of belonging. And it stands for a life that allows space to be human.»

Samuel Maier, Senior Marketing Manager at Pax

An anniversary as a strategic stage

standing ovation conducted comprehensive market and stakeholder analyses, from which both the campaign idea and the narrative arc for the anniversary year were derived. In-depth psychological interviews, stakeholder dialogues, and a comparison of self-perception and external perception revealed a clear insight: while Pax is about financial security, above all it is about a feeling – a sense of safety.

Where strategy and design create impact

While Scholtysik & Partner developed the brand strategy and brand design, standing ovation translated the strategic insights into an experiential format. The result is a 360-degree campaign with a clear direction – consistent in its storytelling and rigorous in its impact.

Surprising activations in public spaces, a nationwide image campaign, and digital short-form content make visible what Pax stands for. The brand’s attitude becomes something people can truly experience.

«Working with standing ovation was strategically precise and creatively focused. We wanted to rethink protection – not as a product, but as part of how life feels. The result shows that purpose only creates impact when it becomes something people can experience.»

Samuel Wernli, Head of Corporate Communications at Pax

The green sofa remains. As a symbol of a brand redefining its place in people’s everyday lives. Looking ahead, Pax is using its anniversary to create greater presence, deeper dialogue, and closer connections. Protection becomes tangible where it truly matters: in real life.