Kind regards developed subscription campaign for the Woz
The Swiss weekly newspaper Woz is launching a new subscription campaign for the winter of 2025. The campaign was developed by the Zurich-based agency Freundliche Grüsse, which positions Woz as a guiding anchor in a world marked by crises.
The Swiss weekly newspaper Woz is starting winter 2025 with a new subscription campaign. The campaign was developed by the Zurich agency Freundliche Grüsse, which is positioning the WOZ as an anchor for orientation in a world characterized by crises.
Attitude in complex times
Global crises, climate change and wars dominate everyday media life. Many people feel powerless. Against this backdrop, WOZ is positioning itself as a medium that offers support and critical orientation - with in-depth researched journalism and a critical view of power structures.
The new subscription campaign directly addresses the diverse topics that people are concerned with. The layout has a haptic print look and is adaptable. This means that thematic focuses such as the housing crisis, the authoritarian turnaround or climate change can be depicted in an uncomplicated way. Thanks to the flexible mechanics, the campaign can refer to current events at any time and thus remain relevant.
Multi-channel approach
The campaign uses print, posters and social media to communicate the messages. The social issues addressed are relevant to people in many different situations. The campaign thus provides clarity and orientation for people who value a critical compass.
"Print works - even digitally. We are conveying this deliberately paradoxical message to the public with our new campaign. It is in line with our journalistic DNA: careful research, well-founded classification and a critical examination of those who wield power," says Camille Roseau from WOZ.
Responsible at Woz: Camille Roseau, Claudia Gillardon, Dominik Müller (Advertising & Marketing), Alice Bucher (Production); Responsible at Friendly regards: Samuel Textor, Pascal Deville (creative direction), Fabian Biedermann (overall responsibility), Kevin Zysset (art direction), Julia Felder (graphics), Andrea Aegerter, Eva Brun (consulting), Michael Messer, Timotheus Überall (text). Media: Peter Stirnemann (Generation Media).
