"Blick" Image Campaign: Round Two with Four New Perspectives

The *Blick* image campaign «What moves you moves us» is entering its second phase. Building on the core concept of the campaign’s launch in October 2025, TBWA and SightEffect have developed four new creative concepts. The campaign launches on September 15, 2026, across various channels: The visuals will be featured on billboards throughout German-speaking Switzerland, as ads in print publications, and across media as prominent online banners on social media channels and popular websites.

A Concept, Carried Forward

In its new ad concepts, Blick continues to rely on the proven mechanics of its launch campaign, but anchors them even more clearly in the brand’s journalistic mission: Good journalism sheds light on both sides and looks beyond mere news. News doesn’t just inform—it moves people and triggers a wide range of emotions in everyday life, depending on the perspective from which a topic is viewed. The campaign shows that only by shifting perspectives can a complete picture be formed.

For the current campaigns, TBWA and SightEffect have written four new stories that build on this core idea and retell it in a fresh way: a cyclist and a driver, a soccer fan and a referee, a caregiver and a resident, and a Swiss wrestler after a match.

Maximilian Börke, Head of Marketing at Ringier Medien Schweiz, says: «»What moves you moves us’ continues, and people remain at the center: what moves them, outrages them, or makes them laugh. That’s what Blick stands for: staying close to the action and telling stories that reveal more than just one side.”

New Visual Identity for the Blick Image Campaign

At the same time, SightEffect has collaborated with Blick to develop a new visual identity that extends the campaign beyond the posters. Per Kasch, founder of SightEffect, explains: «A brand’s visual identity knows no channels. Because the campaign and visual identity were developed in parallel, they complement each other and carry forward the consistent visual language.»

Manuel Wenzel, Chief Creative Officer at TBWA, is also pleased with the collaboration: «By working closely with SightEffect, we were able to give our campaign the polish it needed. The images are as emotionally impactful as the campaign deserves.»

According to the company, SightEffect develops visual identities for brands and supports the process from defining what an image must convey, through production, to building expertise within teams that evaluate, brief, and approve images on a daily basis. This approach is grounded in more than 15 years of visual content production for brands such as Swiss, Lufthansa, Mercedes-Benz, Deutsche Bahn, and SBB, as well as regular studies on visual brand management. The Zurich-based company was founded in 2024 by Per Kasch.

TBWA/Zurich is one of Switzerland’s leading creative agencies and has been active in the market for 25 years. According to the agency, more than 80 employees are currently working on ideas and campaigns for clients such as McDonald’s, Coop, Geberit, Rivella, Malbuner, Mercedes, Nissan, Emmi, and Zürcher Kantonalbank.

Person in charge at Ringier Media Switzerland / Blick: Maximilian Börke, Head of Marketing
Responsible at TBWA/Zurich: Manuel Wenzel, Chief Creative Officer
Contact at SightEffect: Per Kasch, Founder