Afternoon news

Media In mid-May, Ringier launches Switzerland's only evening newspaper with a campaign by Ruf Lanz. The countdown is on. With a circulation of
200000 launches next Monday Today, the evening commuter newspaper for the
young, urban audience in the Zurich/Winterthur, Bern and Basel areas. With
a relatively small logistical effort - the audience is brought into the
centers picked up on his way home - serves the new Ringier paper
the readership with the "evening reading needs", a positive
Basic attitude. In addition to daily news, Today mainly covers Leasure topics
fashion, music, lifestyle, computers and tips for going out.

Following an evaluation, Ruf Lanz was entrusted with the launch campaign
because the agency is "fast, flexible and cheeky", according to
Dietrich Berg, Publishing Director of the Blick Group. From the eight
presented concepts, the editorial team and the publisher chose the idea of
Today positioned as the most up-to-date newspaper. The 15 subjects of the print and
poster campaign dramatize the unusually late editorial deadline with
ironic headlines, which on the one hand reflect the broad mix of topics and
on the other hand, the progressive, critical stance of the newspaper
reproduce. From the supermodels who now have time until the afternoon
to get to know Flavio Briatore, to the "dear SVP", the
will also be given more time to consider their "no" votes in future.

The copy concept takes into account the short reaction time with which one
wants to react to current events. The creators chose the following logo colors
Green, which is hardly ever used in the newspaper industry and
stands out and looks fresh. But Co-CD Markus Ruf is not finished yet
of his today's life: He also said goodbye to a special
Radio spot concept, which will be ready in time for the launch. About the
guerrilla measures, Ruf only reveals that, like the
logo color should fit in perfectly with summer theme no. 1. To the application
of the media combination "KombiNation" - Blick and Heute - the creative team
boldly pressed the delete key on the keyboard and demonstrated
textually how comprehensive the advertising platform will be.
   

Luca Aloisi