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← Back to IdeasA New Personality for an Icon: Ogilvy Reimagines Schwäbisch Hall’s Mascot
Frankfurt, March 26, 2026 – Bausparkasse Schwäbisch Hall, in collaboration with creative agency Ogilvy Germany, has undertaken a comprehensive modernization of its iconic brand symbol, the fox. The Schwäbisch Hall fox was not only visually redesigned but also profoundly evolved in character. The goal of the relaunch is to create a stronger emotional connection with the brand and equip the fox for flexible use across all digital and analog channels.
The previous fox, which has served as the brand's symbol since 1975, was increasingly facing creative limitations. While modernizing the mascot has always been a focus for Schwäbisch Hall and Ogilvy over the past four decades, the primary goal now was to enhance its ability to express emotion. The redesign addresses this challenge by adopting a "Character-First" approach: first, a detailed personality for the fox was developed, which then served as the basis for its new 3D visual identity. The result is a modern, expressive character that makes the brand more relatable and emotionally engaging.
"Our fox has been a beloved figure for decades and is firmly anchored in our customers' perception. With this evolution, we are bridging the gap between tradition and the demands of modern brand communication," says Stephanie Dreyer, Brand & Customer Experience at Schwäbisch Hall. "The new fox is more than just a visual update; it is a strategic tool that helps us convey our messages more effectively and with greater emotional impact—across all target groups and communication channels, from young people to our B2B partners."
A central element of the launch is the film that brings the fox’s new personality to life. Ogilvy demonstrated its deep AI expertise by producing the film entirely in-house using modern AI tools within WPP Open. Additionally, Ogilvy conceptualized the comprehensive 'Fox Toolkit,' which was brought to life by the animation and digital experts at Parasol Island and includes versatile 3D poses, animations, and stickers for all channels. The technical foundation is intentionally designed to be future-proof, with plans already underway to give the fox its own voice to make its personality even more directly experienceable.
Timo Eich, Account Director at Ogilvy Germany, says: "The fox is an icon and has been inextricably linked with the Schwäbisch Hall brand for decades. Evolving it was not only an honor but also required a great deal of sensitivity. Our goal wasn't just a simple redesign, but to give it a character and depth that will carry the brand for years to come." Simon Oppmann, Creative Director at Ogilvy Germany, adds: "By first defining its character—curious, clever, and approachable—we were able to build on it with a new design that is not only contemporary but can also convey genuine emotion. The new fox is now ready to win the hearts of a new generation and represent the Schwäbisch Hall brand in a lively and relatable way across all platforms."
With the relaunch of the fox, Bausparkasse Schwäbisch Hall continues its strategy of consistently opening up the brand to younger target audiences. This move seamlessly builds on the highly successful #MakeItReal campaign, which had already built a bridge to Gen Z. The new, character-rich fox is set to continue this dialogue as a central brand element, ensuring Schwäbisch Hall remains relevant and appealing to future generations of savers and home builders.
Vimeo-Link „New Fox“, 16x9: https://vimeo.com/1176950154
Vimeo-Link „New Fox“, 4x5: https://vimeo.com/1176974549
The makers
Bausparkasse Schwäbisch Hall
Sabrina Sturm, Team B2C Content & Creation
Thomas Stier, Team B2C Content & Creation
Daniel Frank, Team B2C Content & Creation
Stephanie Dreyer, Brand & Customer Experience
Britta Streit, Brand & Customer Experience
Ogilvy
Strategy: Sybille Paulsen; Creation: Simon Oppmann, Timon Osche; Account: Timo Eich, David Henkel; Production: Simone Kulessa; AI & Studio: Hichem Dakka, Mathias Köhler
Partner
Production: Parasol Island; Regie: Ismail Acar; Head of VFX: Paul Dreisen; Head of Animation: Philippe Stalla; Senior 3D Artist: Kay Poprawe; Head of Production: Lena Achterberg
Press office Ogilvy Germany
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany