Ruf Lanz launches anniversary campaign for the Animal in the Law Foundation
The Tier im Recht Foundation is celebrating its 30th anniversary with a striking campaign by Ruf Lanz. Inspired by the iconic dove of peace, seven different animals—from a lamb to a cockatoo—are calling for peace and rights on behalf of all living creatures. The campaign has been visible since Monday on billboards, in print media, and on digital channels.
For 30 years, the Animal in Law Foundation (TIR) has been campaigning for more animal-friendly laws, their consistent enforcement and respect for animal dignity. It is using its anniversary as an opportunity to launch a striking new campaign. This illustrates the general goals that it wants to achieve with its persistent work: peace and rights for animals too.
The subjects are inspired by the iconic white dove of peace, a universal symbol of hope and reconciliation. It stands for the vulnerable and in need of protection and for the desire for a more peaceful world. A lamb, a cat, a chicken, a horse, a swan, a rabbit and a cockatoo float with an olive branch in their mouths or beaks against a light blue background.
Representative for all living beings
The seven animals are representative of all living beings whose needs are overlooked, suppressed or subordinated to other interests. Peace and rights are among the most important concerns of our society. They must be granted to all living beings - including animals. Where binding laws are lacking or disregarded, the result is not peace, but insecurity, violence and suffering.
Successful collaboration since 2012
The TIR anniversary campaign was once again designed and realized by the creative agency Ruf Lanz, with whom the foundation has been working successfully since 2012. According to TIR Managing Director Gieri Bolliger, the previous campaigns have "caused a stir and triggered debates. For example, the US musician Moby 2024 showed several TIR campaigns on mega screens in front of 12,000 fans in the Vaudoise Arena in Lausanne."
The anniversary campaign has been available since Monday in media-specific versions on posters, in print media and on digital channels. A1 posters and postcards can also be ordered in the TIR webshop.
Responsible at the Animal in Law Foundation: Gieri Bolliger (Managing Director), Christine Künzli (Member of the Executive Board), Vanessa Gerritsen (Member of the Executive Board), Joëlle New (Communications). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Mario Moosbrugger (Concept & Art Direction), Catherine Martin (Digital Art), Sherif Ademi (DTP), Gian Marco Juon (Consulting). External partners: RTK Medientechnik (lithography & proofreading).
