For Big-Mode, the 130 hours of driving pay off
Fashion: Ruf Lanz uses pictograms as clothes racks to promote Big's "Girlie" fashion line.
Fashion Ruf Lanz uses pictograms as clothes racks to advertise Big's girlie fashion. "Women who wear Big fashion are not only loved for their intelligence," jokes Markus Ruf. Big is the fashion chain for girls aged between 16 and 30. The chain operates seven stores in Zurich. Markus Ruf and Danielle Lanz have been running the label for six years. Since 2001 under the umbrella of Ruf Lanz. The campaigns have won awards time and again - probably due to the not insignificant fact that Ruf Lanz has never shown models in the campaigns before. This is because Ruf Lanz has always wanted to "dramatize the effect of clothes and not simply show trendy clothes on hip models".
This year, the subjects show boys distracted by girls standing at the side of the road in perky minis. Markus Ruf and Danielle Lanz, who had to take endless driving lessons to get their license (Ruf 80 driving lessons, Lanz 50), were inspired by the pictograms of traffic theory.
"The target group has just passed their driving test or still has it ahead of them and therefore lives very intensively in this world of images," Ruf is convinced. An additional advantage is that the subjects are independent of the current fashion trend. More importantly, Big does not end up in an interchangeable corner with other labels that may show similar fashions on their posters. With the girl standing out with her abstract miniskirt spike, Big is positioned as a "hot store for girls of coquettish age who like to stand out".
The abstraction of the depicted accidents is not dramatic, but the pictograms, which also borrow from comics, have "something nice, fresh and young", says Danielle Lanz. All road users have veered off the right path because of the sexy big girl at the side of the road, failed to turn in time, overlooked traffic signals or missed entrances.
The campaign starts in March. There will be a 12m2 poster on Weinbergstrasse in Zurich, as well as B12 and streetcar posters on the lines that pass Big stores. The posters in the streetcar are positioned in a way that is appropriate for the target group, because most girls in the city travel by public transport. Which is why no streetcar accidents are dramatized, as the girls are in the streetcars and Ruf Lanz work for Zurich's public transport company anyway...
Driving test for boys: Big posters by Ruf Lanz.
Andreas Panzeri
This year, the subjects show boys distracted by girls standing at the side of the road in perky minis. Markus Ruf and Danielle Lanz, who had to take endless driving lessons to get their license (Ruf 80 driving lessons, Lanz 50), were inspired by the pictograms of traffic theory.
"The target group has just passed their driving test or still has it ahead of them and therefore lives very intensively in this world of images," Ruf is convinced. An additional advantage is that the subjects are independent of the current fashion trend. More importantly, Big does not end up in an interchangeable corner with other labels that may show similar fashions on their posters. With the girl standing out with her abstract miniskirt spike, Big is positioned as a "hot store for girls of coquettish age who like to stand out".
The abstraction of the depicted accidents is not dramatic, but the pictograms, which also borrow from comics, have "something nice, fresh and young", says Danielle Lanz. All road users have veered off the right path because of the sexy big girl at the side of the road, failed to turn in time, overlooked traffic signals or missed entrances.
The campaign starts in March. There will be a 12m2 poster on Weinbergstrasse in Zurich, as well as B12 and streetcar posters on the lines that pass Big stores. The posters in the streetcar are positioned in a way that is appropriate for the target group, because most girls in the city travel by public transport. Which is why no streetcar accidents are dramatized, as the girls are in the streetcars and Ruf Lanz work for Zurich's public transport company anyway...
Driving test for boys: Big posters by Ruf Lanz.
Andreas Panzeri
