Johannes Raggio
Ad GUY
ACTIVIST
This site is under construction, probably always will be. Like myself, even after 25 years working as a creative. We’re all under construction, aren’t we? Anyway, here’s a little something about me:
I create campaigns, write all kinds of texts, have all kinds of ideas for all kinds of stuff. Besides that, I’m very involved fighting for independent musicians and musical diversity. Because I love almost every kind of music.
I’m Swiss, Spanish y argentino (order changes constantly).
Need a campaign, an idea, creative strategy, copy or help promoting your music? Shoot me a mail here.
New one:
Digitec
Better pick the right place for tech talk. The Swiss onlineshop’s running campaign has four new spots I had the pleasure to come up with. Credits and all spots here. Let’s get nerdy!
Musical Diversity Initiative
I am co-founder of a collective that fights for a more diverse promotion of music. Today, the biggest chunk of state funding goes to classical orchestras. In 2024 Basel voted on our «Volksinitiative für mehr Musikvielfalt». For this five year long political project (musikvielfalt.ch) I did pretty much everything there was to do in terms of content, text, strategy and creativity: the initiative text itself, dossiers, parliament speeches, political statements, social media and of course the ads. This project isn’t over at all as we’re expanding it to Switzerland. So stay tuned. Galaxus
Warehouse songs
Peter Brönnimann and I came up with this one for the onlineshop Galaxus. Don’t expect smart lyrics. It’s mainly about hair dryers, pans and dog food. Aired amid the hustle and bustle of the Eurovision Song Contest 2025. Peter has worked his a*/ off for it – creating music with AI is much harder than you think. If you hire awesome Peter instead of me, we’ll still be friends – him and me. All clips and credits here.
An older one
Together with the lovely WIRZ Zurich people I had the pleasure of creating this one for Switzerland Tourism. It set the start for a very successful series of films, always with King Roger and a co-star.Árvore Foundation
Árvore is a foundation for independent musicians in Switzerland and Germany. Instead of financing the next album or tour, Árvore supports musicians by covering part of their living expenses. Furthermore, we provide insight into the lives and work of independent musicians. For example, with “How do you make a living? A podcast about money and passion” or the Árvore Report, which provides interesting info about incomes, background and more. Find everything and great new music on arvore.ch
Strategic
Half of my brain is chaos. But the other half is pretty analytic and rational. Maybe due to my pre-ad law days. Anyway, I love strategic thinking. Two examples:For Migros I came up with «Does more for Switzerland». The brief was to do a sustainability campaign. But for a retailer that does so much for education, culture, sports, health and many other areas mere sustainability felt a little short. The message has become the tagline for all their communication. Yay!
Here’s antother one, for Micasa, smaller scale than the previous, but equally true. Why do all furniture and decoration brands always behave like their customers live in empty homes with no furniture at all? Makes no sense. That’s why: «Micasa goes with everything you already have».