NZZ am Sonntag and Friendly Greetings launch new image campaign
To mark its 24th anniversary, the «NZZ am Sonntag» is launching a new branding campaign under the slogan «Where distraction ends, depth begins.» The campaign was developed by the NZZ Brand & Creation team in collaboration with the Zurich-based agency Freundliche Grüsse. The campaign centers on mindful reading as a moment of slowing down.
Just in time for its 24th birthday on March 17, 2026, the "NZZ am Sonntag" is launching a new image campaign. It was developed in cooperation between the NZZ Brand & Creation team and the Zurich agency Freundliche Grüsse, which is responsible for the creative concept.
The moment of conscious reading
At the heart of the campaign is a moment that many readers are familiar with: When you cross your legs, consciously block out the noise of the present and fully immerse yourself in reading. In an age of constant streams of information, the need for orientation and classification is growing. Between push notifications, social media feeds and AI-generated headlines, attention is becoming increasingly fragmented.
The "NZZ am Sonntag" deliberately counters this with journalistic depth and stories that people consciously take time for at the weekend - to read, reflect and discover new perspectives. With this campaign, the newspaper is picking up on precisely this moment of deceleration. Its visual trademark is crossed legs - a posture that stands for the moment when you pause, take your time, read and think.
Focus on understanding instead of just knowledge
"Our readers don't just want to know what happened, they also want to understand why," says Beat Balzli, Editor-in-Chief of "NZZ am Sonntag". "The 'NZZ am Sonntag' deliberately focuses on the rhythm of the weekend - on stories that invite readers to linger and reflect."
The creative idea for the campaign came from the Zurich agency Freundliche Grüsse, which has been working with the in-house Creation & Brand team over the past few months. "When you cross your legs, the real rest begins. The noises fade, the head clears and reading becomes the main thing. We occupy this moment and make it the core of the campaign and the visual trademark of 'NZZ am Sonntag'," says Samuel Textor, co-founder of Freundliche Grüsse.
Strategic repositioning
The campaign ties in with the strategic repositioning of "NZZ am Sonntag". With the claim launched in summer 2025 "Think further. Besser leben." (Think further. Live better.), the editorial team underlines its journalistic promise: to provide orientation, show connections and turn the weekend into a moment of further thought and inspiration.
The campaign starts on March 17, 2026 and will be played out via digital out-of-home screens, special placements and various social media channels.
