Serviceplan Suisse restages the KulturLegi from Caritas
With its «Mittendrin» campaign, the agency Serviceplan Suisse is promoting the KulturLegi, Caritas’s personal ID card.
Around 8% of the Swiss population lives at the subsistence level. With the KulturLegi, Caritas gives people on a small budget the opportunity to participate in social and cultural life. More than 3,000 private and public organizations from the fields of culture, sports, education and health grant discounts of up to 70% on admissions and courses. And thus ensure that those on low incomes are not pushed to the margins of society.
With the KulturLegi, their owners are right in the middle of the experience. Under this conceptual idea, Serviceplan Suisse developed a visual world in which people in a social or cultural environment were dramatized from a bird's eye view - in a swimming pool, in a concert hall, in a museum, and during a yoga class. One person is given an asterisk, which is resolved in a footnote in the image with the sentence: "In the thick of it thanks to Switzerland's KulturLegi offers".
The star used as an asterisk is taken from the KulturLegi logo, while the graphic detail of the individual locations serves as a visual bracket that is intended to ensure the independent appearance of the campaign.
The five subjects are used as posters, advertisements and in banners.
Responsible at CaritasDesirée Germann (Marketing Manager); Isabelle Nold (Head of the KulturLegi office). Responsible at Serviceplan Suisse: Raul Serrat (Executive Creative Director); Michael Kathe (Creative Director); Hanna Blumenrath (Text); Cinthia Stettler (Art Direction); Dominic Häuptli (Consulting); Pam Hügli (Overall Responsibility); Christian Schmidt (Photography); All in Productions (Photo Production); Recom (Image Editing).
