Kuoni, your amnesia accelerator
Tourismus Wirz Werbung returns to a tried and tested idea and makes Kuoni customers forget everything again.
Tourism Wirz Werbung is revisiting a tried-and-tested idea and making Kuoni customers forget everything again.whereas the previous campaign for Switzerland's largest travel provider made it clear that people forget everything after a Kuoni vacation, the current campaign from Wirz now makes people believe that this effect occurs not after, but during the vacation. Wirz is making Kuoni customers forget everything even earlier.those who still remember: the forgetting idea originally came to Advico Young & Rubicam. Because it was so well remembered, Kuoni has now made it a condition that Wirz Werbung should also adapt the basic messages in the new campaign. "So the ball was set very high for us. But we were also able to take it high," says CD Hanspeter Schweizer, convinced of his new variations.
The decisive differentiation: if everything is just right from A to Z for tourists with Kuoni during the best weeks of the year, forgetting doesn't just happen after the vacation - the relaxing switch-off of the mind begins on the first day of the vacation. The things that can be forgotten and the consequences of this are now causing a few surprises at Wirz, but also images that really make you long for a vacation. Also in contrast to the original campaign, the scenes in the extended variation are not set in the home country, but in a vacation environment.
In addition to two print subjects, the new image campaign is primarily based on two commercials. One of the new TV commercials from Wirz Werbung shows a woman on vacation floating through the vast Arizona landscape in a motorhome, so inspired that she forgets she is actually in a car. When her dog wants to go for a quick walk, she opens the door for him at full speed. But the spot is not so evil that the dog would forget all about the highway. The second film shows a man in a dreamy pose on a deck chair on the beach. He has forgotten that he has his own wife with him and caresses another in a half-dream.
Both commercials have been subtly staged by Spanish director Sebastien Grousset with enraptured images. They dramatize the degree of recovery "quite unusually, but very vividly", as Schweizer says.
Three years ago, Wirz Werbung already shot a commercial for Toyota with Grousset, which was shortlisted in Cannes. Grousset has also won Lions in Cannes for the newspaper Die Welt and a commercial for Mercedes.
Parallel to these moving images, the print campaign also makes notorious workaholics want to forget everything once again. A golfer has forgotten the small difference between a tennis ball and a golf ball. A woman no longer knows that the left beach shoe must also belong to the left foot. Unlike in the previous campaign, these subjects are no longer staged at home, but in a vacation landscape. The campaign starts this week.
The dog has to go for a walk - and is almost forgotten: Wirz hired Spanish director Sebastien Grousset for the TV commercials.
The flip-flops no longer fit properly and the golf ball has the jaundice - all because of Kuoni.
Andreas Panzeri
The decisive differentiation: if everything is just right from A to Z for tourists with Kuoni during the best weeks of the year, forgetting doesn't just happen after the vacation - the relaxing switch-off of the mind begins on the first day of the vacation. The things that can be forgotten and the consequences of this are now causing a few surprises at Wirz, but also images that really make you long for a vacation. Also in contrast to the original campaign, the scenes in the extended variation are not set in the home country, but in a vacation environment.
In addition to two print subjects, the new image campaign is primarily based on two commercials. One of the new TV commercials from Wirz Werbung shows a woman on vacation floating through the vast Arizona landscape in a motorhome, so inspired that she forgets she is actually in a car. When her dog wants to go for a quick walk, she opens the door for him at full speed. But the spot is not so evil that the dog would forget all about the highway. The second film shows a man in a dreamy pose on a deck chair on the beach. He has forgotten that he has his own wife with him and caresses another in a half-dream.
Both commercials have been subtly staged by Spanish director Sebastien Grousset with enraptured images. They dramatize the degree of recovery "quite unusually, but very vividly", as Schweizer says.
Three years ago, Wirz Werbung already shot a commercial for Toyota with Grousset, which was shortlisted in Cannes. Grousset has also won Lions in Cannes for the newspaper Die Welt and a commercial for Mercedes.
Parallel to these moving images, the print campaign also makes notorious workaholics want to forget everything once again. A golfer has forgotten the small difference between a tennis ball and a golf ball. A woman no longer knows that the left beach shoe must also belong to the left foot. Unlike in the previous campaign, these subjects are no longer staged at home, but in a vacation landscape. The campaign starts this week.
The dog has to go for a walk - and is almost forgotten: Wirz hired Spanish director Sebastien Grousset for the TV commercials.
The flip-flops no longer fit properly and the golf ball has the jaundice - all because of Kuoni.
Andreas Panzeri
