Watch out, the Beo is coming
Spillmann Felser Leo Burnett addresses the pitfalls of everyday life in its «Beobachter» campaign.
Spillmann Felser Leo Burnett shows how important the observer is as an advisor in everyday life.
"obacht" warned years ago near the Zurich Stauffacher at the
Passage through an underpass. Martin Spillmann noticed the graphic
The effective sign is seen almost every day on his way to work. The
Werber hoped to one day buy the antique enamel as office decoration
to be able to. But suddenly the warning had disappeared. Nevertheless
the archaic-sounding neologism has remained in Spillmann's head ever since
saved. Now the CD from SFLB "obacht" has come back to mind
come.
"They were looking for an idea that could be applied to all areas of the observer's
(industry jargon: 'Beo') can be pulled off," summarizes copywriter Peter
Brönnimann summarizes the publisher's briefing. Together, SFLB and
The publisher has now found the "obacht" solution after a pitch.
"The nice thing about this job is that we work closely with the editorial team.
can work together," says Spillmann. The journalistic team has
not only the most current topics as possible subjects for advertising
suggested. The new campaign is also the subject of the editorial in
Beobachter editor-in-chief Balz Hosang. For the first time in the history of
Swiss advertising, one editorial team liked the fact that an ad even
may cover the front page of their advertised magazine. For the
first issue on October 14, after a gentle relaunch of the
Beobachter, SFLB has designed a binder. On an adhesive foil
The key word "obacht" is printed in various sizes.
The tear-off stickers with an arrow should be used by the public everywhere.
where attentive observers actively mark something
want. "A campaign that can be taken to the streets",
hopes Spillmann.
The word "obacht" is emphasized in the title of the magazine. It
should now actively and no longer just passively observe it.
point out "where something is wrong". Actively uncovering something and giving advice
has been the Observer's mission for 79 years. His tips
and observations are now recorded every two weeks by 1060000
readers are expecting. And not just in the magazine (see box).
The Beobachter has thus become a Swiss institution.
Scenes from an ideal world were chosen as the subjects for the campaign.
dramatized, but where - "watch out" - dangers are everywhere.
lying dormant. In Switzerland, 20 billion Swiss francs are
inherited. For the consultants at Beobachter, this is "a popular topic",
according to publishing director Roland Oetterli. Further subjects in the
applicable areas of the publishing house are conflicts on the
workplace, drug problems in schools or hidden dangers in
the environment.
"The word 'obacht' is a nice-sounding expression that we use with
want to reactivate this campaign," hopes Spillmann. With the
Stickers can also be used to draw attention to new book releases.
With more humorous warning signs in the coming winter
as many ski resorts as possible equipped. More surprises with the
Stickers are in preparation at the agency.
SFLB does not yet believe that there will also be a movie. Even with the
Finally, someone at the publishing house Jean Frey could "obacht:
production costs".
"obacht" warned years ago near the Zurich Stauffacher at the
Passage through an underpass. Martin Spillmann noticed the graphic
The effective sign is seen almost every day on his way to work. The
Werber hoped to one day buy the antique enamel as office decoration
to be able to. But suddenly the warning had disappeared. Nevertheless
the archaic-sounding neologism has remained in Spillmann's head ever since
saved. Now the CD from SFLB "obacht" has come back to mind
come.
"They were looking for an idea that could be applied to all areas of the observer's
(industry jargon: 'Beo') can be pulled off," summarizes copywriter Peter
Brönnimann summarizes the publisher's briefing. Together, SFLB and
The publisher has now found the "obacht" solution after a pitch.
"The nice thing about this job is that we work closely with the editorial team.
can work together," says Spillmann. The journalistic team has
not only the most current topics as possible subjects for advertising
suggested. The new campaign is also the subject of the editorial in
Beobachter editor-in-chief Balz Hosang. For the first time in the history of
Swiss advertising, one editorial team liked the fact that an ad even
may cover the front page of their advertised magazine. For the
first issue on October 14, after a gentle relaunch of the
Beobachter, SFLB has designed a binder. On an adhesive foil
The key word "obacht" is printed in various sizes.
The tear-off stickers with an arrow should be used by the public everywhere.
where attentive observers actively mark something
want. "A campaign that can be taken to the streets",
hopes Spillmann.
The word "obacht" is emphasized in the title of the magazine. It
should now actively and no longer just passively observe it.
point out "where something is wrong". Actively uncovering something and giving advice
has been the Observer's mission for 79 years. His tips
and observations are now recorded every two weeks by 1060000
readers are expecting. And not just in the magazine (see box).
The Beobachter has thus become a Swiss institution.
Scenes from an ideal world were chosen as the subjects for the campaign.
dramatized, but where - "watch out" - dangers are everywhere.
lying dormant. In Switzerland, 20 billion Swiss francs are
inherited. For the consultants at Beobachter, this is "a popular topic",
according to publishing director Roland Oetterli. Further subjects in the
applicable areas of the publishing house are conflicts on the
workplace, drug problems in schools or hidden dangers in
the environment.
"The word 'obacht' is a nice-sounding expression that we use with
want to reactivate this campaign," hopes Spillmann. With the
Stickers can also be used to draw attention to new book releases.
With more humorous warning signs in the coming winter
as many ski resorts as possible equipped. More surprises with the
Stickers are in preparation at the agency.
SFLB does not yet believe that there will also be a movie. Even with the
Finally, someone at the publishing house Jean Frey could "obacht:
production costs".
Andreas Panzeri
