Lesch+Frei: Successful facade renovation for the SMGV

Following the development of a new corporate identity, the agency Lesch+Frei has now also realized an image campaign for the Swiss Association of Master Painters and Plasterers (SMGV). The first motifs of the campaign are being released just in time for the association's 100th anniversary. The aim is to bring the painting and plastering profession closer to the general public and draw attention to the concerns of the industry.
According to the campaign, painters and plasterers are not just craftsmen, but "the creatives on the building site" and make a decisive contribution to the success of the building project. The fact that quality and craftsmanship are important in any case is illustrated by a failed "façade renovation", which shows the disfigured face of an elderly woman after unsuccessful cosmetic surgery. Another subject shows a prison cell transformed into a cozy home. The latter is intended to show that there are practically no limits to the creativity of the craftsmen.

Responsible at SMGV: Peter Seehafer (Marketing Manager for Painters), Walter Schläpfer (Marketing Manager for Plasterers). Responsible at Lesch+Frei Zurich: Peter Lesch (CD, text), Matthias Kadlubsky (AD), Stefanie Ledermann (AD), Susanne Fürst (consulting), Barbara Meier and Désirée Guzzo (polygraphy), Sven Germann (photography), Markus Graf (image processing).