Zorro's lifestyle
Lifestyle Publicis advertises the magazine Z for the NZZ for the beautiful sides of life.
Lifestyle Publicis advertises the magazine Z for the NZZ for the beautiful sides of life. "New life in old walls". This is how a story about "The new generation" is announced on the cover of the new Z magazine. On page 28 of the magazine, it says that a young guard of designers is dealing with the issues of interior design in an experimental, undogmatic and humorous way. The article about the "new life in old walls" could also apply to "the new generation" of newspaper designers in the traditional building on Zurich's Falkenstrasse.The launch of the lifestyle magazine Z is part of a restructuring announced in the fall. Among other things, the nightlife magazine NZZ Ticket was discontinued and replaced by an Internet platform. The newsrooms of the newspaper and online portal were brought closer together. And as the most striking modernization, the magazine Z is now included in the Saturday edition of the NZZ and the NZZ am Sonntag. The concept is not just fashionable lifestyle, but trendy, elegant living with style. Ten times a year, Z is dedicated to "the beautiful side of life", as editorial directors Philipp Meier and Jeroen van Rooijen write in their editorial (see also page 17 in this Advertising Week).
The art direction for Z was created by Simon Esterson and Hans-Peter Hösli, who were also responsible for the NZZ am Sonntag. This style naturally had a direct influence on the Publicis launch campaign - and vice versa. "Working with the colors purple and silver was intended to give the ads for Z a touch of this English elegance. This color code then retroactively flowed back into the graphic design of the magazine," explains Markus Gut. The CD at Publicis is proud that after the blue pencil for the weekday NZZ and the olive for the newspaper on Sunday, he now also knew how to determine the characteristic colors for Z magazine.
However, the advertisements for Z should not only be based on the magazine in terms of color, but also in terms of content. The outstanding element - or rather, the in-depth element - is the letter "Z", which is carved into various beautiful things in life. For the creative team, this idea symbolizes the fact that the new Z magazine is not only intended to depict beautiful things, but also to "scratch the surface of lifestyle". Z goes deeper. The scratched Z is therefore deliberately irritating on a golf club, fashionable sunglasses, a designer chair from Vitra or a silver Aston Martin. These images were photographed by Thomas de Monaco, who also works for the editorial team. In terms of subject matter, the advertising with these objects has also picked up on themes that are reflected in the content of Z.
The Z - for the new magazine, not Zorro - will also be used in other advertising materials. The invitation for the launch party has already been designed with a punched-out Z. Markus Gut is also thinking about stickers that can be used in a guerrilla campaign like scratches everywhere.
The current issue is dedicated to the topic of living. Further issues are planned on the subject of advertising ideas such as wine, watches, jewelry and fashion.
Andreas Panzeri
The art direction for Z was created by Simon Esterson and Hans-Peter Hösli, who were also responsible for the NZZ am Sonntag. This style naturally had a direct influence on the Publicis launch campaign - and vice versa. "Working with the colors purple and silver was intended to give the ads for Z a touch of this English elegance. This color code then retroactively flowed back into the graphic design of the magazine," explains Markus Gut. The CD at Publicis is proud that after the blue pencil for the weekday NZZ and the olive for the newspaper on Sunday, he now also knew how to determine the characteristic colors for Z magazine.
However, the advertisements for Z should not only be based on the magazine in terms of color, but also in terms of content. The outstanding element - or rather, the in-depth element - is the letter "Z", which is carved into various beautiful things in life. For the creative team, this idea symbolizes the fact that the new Z magazine is not only intended to depict beautiful things, but also to "scratch the surface of lifestyle". Z goes deeper. The scratched Z is therefore deliberately irritating on a golf club, fashionable sunglasses, a designer chair from Vitra or a silver Aston Martin. These images were photographed by Thomas de Monaco, who also works for the editorial team. In terms of subject matter, the advertising with these objects has also picked up on themes that are reflected in the content of Z.
The Z - for the new magazine, not Zorro - will also be used in other advertising materials. The invitation for the launch party has already been designed with a punched-out Z. Markus Gut is also thinking about stickers that can be used in a guerrilla campaign like scratches everywhere.
The current issue is dedicated to the topic of living. Further issues are planned on the subject of advertising ideas such as wine, watches, jewelry and fashion.
Andreas Panzeri
