Even the poster laughs here
Theatermarketing Publicis has put up the first smiling poster for the new Bernhard Theater in Zurich. A world premiere, so to speak.
Theatermarketing Publicis has put up the first smiling poster for the new Bernhard Theater in Zurich. The dispute over the successor to Zurich's venerable, greying Bernhard Theater has all the ingredients of a Greek tragedy. But such material does not belong on the stage of this comedy theater. Where you would normally be laughing your head off, the sparks flew - ready for the stage: The accountants and the artistic executors of Eynar Grabowsky's estate were at loggerheads. In the end, the bankruptcy office was more interested in the theater than the audience and put an end to the petty war over the venue by putting its foot down. Now everything is set to change again. "Zurich laughs here" is the encouraging slogan for the new management of Peter Kyburz and Daniel Lüscher. The latest era in the tradition-steeped theater will open with the comedy "De nackti Wahnsinn".
Director Dominik Flaschka, who is also responsible for the Theater am Hechtplatz, wants to show "theater within the theater" in this production. It promises a voyeuristic look behind the scenes of a theater ensemble with all its comic entanglements and entanglements on different levels of the stage. If you like Flaschka's witty productions, you can be sure that this show will be quite creative, cheeky and quirky.
Clever media conceptThe new management is clearly no longer interested in playing grandpa's comedian stadium, but is looking to get closer to a younger audience. This is reflected in a new advertising campaign, the dramaturgy of which was commissioned from Publicis. The budget certainly includes a lot of goodwill on the part of the agency on Theaterstrasse, but will be charged as normal, as CD Markus Gut explains. Due to the financial possibilities of the rejuvenated stage, the most efficient media concept possible will be used. Instead of expensive advertisements, the plan is to work with posters only. And if they want to be noticed, they have to be very eye-catching.
Publicis invented the laughing poster as a world premiere for this purpose. "For the cool Zurich
absolutely atypical, you can now hear really loud laughter in the busiest pedestrian areas," says the agency. However, this is not a case of Zurich residents suddenly coming out of their shells, but a new advertising gimmick.
However, the help of "Big Brother is watching you" is needed to activate the laughter muscles: Thanks to the active help of APG, motion detectors connected to a hidden tape recorder have been installed at several poster sites. If someone passes within seven meters of the poster, the typical laughter familiar from TV sitcoms can be heard. The surprised passer-by immediately learns where the laughter is coming from when they read the poster: "Zurich laughs here. Bernhard Theater." The F200 posters can be found at prime pedestrian locations in the city of Zurich in time for the opening premiere.
Advertising correct pick-up line: Laughing poster of the Bernhard Theater.
Andreas Panzeri
Director Dominik Flaschka, who is also responsible for the Theater am Hechtplatz, wants to show "theater within the theater" in this production. It promises a voyeuristic look behind the scenes of a theater ensemble with all its comic entanglements and entanglements on different levels of the stage. If you like Flaschka's witty productions, you can be sure that this show will be quite creative, cheeky and quirky.
Clever media conceptThe new management is clearly no longer interested in playing grandpa's comedian stadium, but is looking to get closer to a younger audience. This is reflected in a new advertising campaign, the dramaturgy of which was commissioned from Publicis. The budget certainly includes a lot of goodwill on the part of the agency on Theaterstrasse, but will be charged as normal, as CD Markus Gut explains. Due to the financial possibilities of the rejuvenated stage, the most efficient media concept possible will be used. Instead of expensive advertisements, the plan is to work with posters only. And if they want to be noticed, they have to be very eye-catching.
Publicis invented the laughing poster as a world premiere for this purpose. "For the cool Zurich
absolutely atypical, you can now hear really loud laughter in the busiest pedestrian areas," says the agency. However, this is not a case of Zurich residents suddenly coming out of their shells, but a new advertising gimmick.
However, the help of "Big Brother is watching you" is needed to activate the laughter muscles: Thanks to the active help of APG, motion detectors connected to a hidden tape recorder have been installed at several poster sites. If someone passes within seven meters of the poster, the typical laughter familiar from TV sitcoms can be heard. The surprised passer-by immediately learns where the laughter is coming from when they read the poster: "Zurich laughs here. Bernhard Theater." The F200 posters can be found at prime pedestrian locations in the city of Zurich in time for the opening premiere.
Advertising correct pick-up line: Laughing poster of the Bernhard Theater.
Andreas Panzeri
