There is still a lot to discover

Magazines In French-speaking Switzerland, the new satirical and cultural magazine Saturne is a media event. Launched at the beginning of March by Ariane Dayer, the former editor-in-chief of Hébdo, Saturne breaks all kinds of rules, drawing its originality from its counterpoint to the flood of information and content-free aesthetics of today's magazine culture. The launch campaign by McCann-Erickson, whose advertising idea "Discover" reflects Saturne's contrasting point of view, fits in with the concept and the urban target readership. The three print subjects show an astronaut landing in familiar surroundings: a gallery, a football pitch, the Place des Nations in Geneva. His reality-distorting intrusion into the midst of normal people is intended to evoke emotions and reactions and, like Saturne himself, to shake things up.