Bilanz advertises gold issue with sheep advertisement
Bilanz is promoting its gold edition with golden sheep. The ad unmistakably alludes to the SVP’s infamous “little sheep” campaign—though in Bilanz’s version, the red carpet is rolled out for the golden sheep arriving from outside.
Bilanz uses golden sheep to advertise its "Gold Edition", which shows the 300 richest people in Switzerland. The advertisement unmistakably alludes to the SVP's infamous sheep campaign - in Bilanz's version, however, the red carpet is rolled out for the golden sheep coming from outside. The advertisement was not created by an agency, but by Bilanz itself, as Ralph Büchi, CEO of publisher Axel Springer Schweiz, told Werbewoche. The marketing team led by Michael Ebnöther and Martina Hoffmann is responsible. "The sheep motif was a welcome opportunity for us to take up a much-discussed campaign," explained Büchi. "With the advertisement, we are pointing out that almost half of the 300 richest people in Switzerland have moved to Switzerland from abroad: These foreign sheep are given a friendly welcome". Büchi does not want the advertisement to be understood as a side-swipe at the SVP: "With a wink, we are using this advertisement to show that Switzerland can also smile at itself. He points out that a functioning economy needs a Switzerland that is open to the world, something that Bilanz stands for.
The advertisement also features a black sheep - the SVP had achieved dubious fame for its campaign. However, the balance sheet only shows half of the dark animal. Büchi laughs: "The black sheep is just grazing. It has found a place in the pasture."
The advertisement also features a black sheep - the SVP had achieved dubious fame for its campaign. However, the balance sheet only shows half of the dark animal. Büchi laughs: "The black sheep is just grazing. It has found a place in the pasture."
