Setting an example for the theater spectacle
Culture TBS Identity provides communication with pictograms at the Zürcher Theater Spektakel for communication with pictograms.
Culture TBS Identity provides communication with pictograms for the Zürcher Theater Spektakel With the Tages-Anzeiger as its main sponsor, the Zürcher Theater Spektakel has a very broad advertising platform in the newspaper. Less budget is available for the posters. TBS Identity was therefore looking for a "striking solution with the highest possible acceptance", as consultant Michael Schädelin from the Zurich agency explains. The form of the pictograms corresponded most effectively to this idea. While pictograms can usually be resolved in a straight line (this way to the toilet, that way to the departure terminal), the symbols on the advertisements and posters defy clear interpretation. "And yet the viewer searches for meaning and finds a subjective resolution in the fire under the chair or in the heart on the forklift truck in a small creative act," believe the creative minds at TBS.
In this way, their campaign is intended to become a "metaphor of the process of cultural work and cultural enjoyment, in which the familiar is reinterpreted, the connections are broken up and built into a new meaning".
This is the second year that TBS has been in charge of the spectacle. The last campaign worked with comic influences from Hong Kong. This year, the festival is no longer programmed around a theme. The advertising therefore also had to appear in a generally interpretable costume.
The 27th Theater Spektakel runs from August 17 to September 3. TBS Identity not only designed the print subjects in a continuous style, but also the program newspaper, the website and, of course, the signage on the festival grounds.
Andreas Panzeri
In this way, their campaign is intended to become a "metaphor of the process of cultural work and cultural enjoyment, in which the familiar is reinterpreted, the connections are broken up and built into a new meaning".
This is the second year that TBS has been in charge of the spectacle. The last campaign worked with comic influences from Hong Kong. This year, the festival is no longer programmed around a theme. The advertising therefore also had to appear in a generally interpretable costume.
The 27th Theater Spektakel runs from August 17 to September 3. TBS Identity not only designed the print subjects in a continuous style, but also the program newspaper, the website and, of course, the signage on the festival grounds.
Andreas Panzeri
