With a pinch of Manfred Deix
Euro RSCG and Markus Cavegn Advertising wish gay couples officially sanctioned happiness
Euro RSCG and Markus Cavegn advertisements wish homosexuals the officially approved happinessBy Andreas PanzeriTwo different campaigns are currently promoting a Yes to the partnership law. The bill, which will be put to the voters in Zurich on September 22, aims to legally anchor the equality of homosexuals in the canton of Zurich.
On September 22, a vote will be held in the canton of Zurich on allowing registered partnerships for homosexual couples. This is intended to eliminate some of the legal and social disadvantages that same-sex couples still have to put up with. Above all, the law does away with fiscal discrimination against same-sex couples who share table and bed.
To ensure that the message "Yes to the partnership law" reaches the entire canton and "on both banks", the advertising agency Euro RSCG Switzerland has "forged a close partnership with the letters J and A" for the voting campaign, as CD Jürg Aemmer explains.
The campaign idea takes the main message "YES to the Partnership Act" and combines the two letters J and A from the message on two related advertising media. "J and A thus symbolically stand for two individuals joining in a partnership," says Aemmer.
This message "We belong together: Yes to the partnership law on September 22." will be implemented in all conceivable advertising materials. "The idea with the two letters forming a pair is easy to decline, quickly recognizable and forms the visual bracket for the voting campaign," says AD Anita Lussmann-Aragão.
In classic advertising media such as ads or posters, however, the two letters are above all people, couples and partners who say "yes". "Gay couples, lesbian couples, heterosexual couples, friends, fathers and daughters, mothers and sons, well-known people - simply everyone who belongs together and says yes to the Partnership Act, fills the campaign with life" says Euro RSCG. The subjects were shown for the first time on Christopher Street Day on June 29, where many couples with T-shirts, caps, balloons, pins and flyers proclaimed the message through Zurich's streets. In the meantime, there are also TV spots, which Patrick Senn conceived and realized together with Blood Sweat & Tears Ltd, Zurich.
The ironic look into a "gay" bedroom
With the planned amendment to the law, the canton of Zurich is once again to take a pioneering role for a corresponding federal law on the way to a society with free rights.
In order to work towards a positive outcome of the vote with strong integrated communication, the PR agencies PiAr and Relations & More, which were entrusted with the campaign management, approached the advertising agency Euro RSCG Switzerland. The latter tackled the work as part of a goodwill campaign.
The campaign of Euro RSCG is carried by the non-partisan committee "Yes to the Partnership Law". Bettina Volland, Hans-Peter Portmann, Pierre André Rosselet, Lars Baumgartner, Rolf Trechsel and Gioia Hofmann are responsible for the campaign.
Independently of these personalities, some creative people from the circle of CD Markus Cavegn have also created a motif for the vote on the partnership law. Also in Fronarbeit, although "nobody is gay", as Cavegn notes, a poster was created, which was finally adopted by the association "Network. Für schwule Führungskräfte" (Network. For Gay Leaders) and will be displayed from September 9 to 22 at around 100 B12 poster sites throughout the canton of Zurich, as well as on an additional 12 square meters on Zurich's Weinbergstrasse.
This billboard ultimately provided the impetus for Cavegn to create the campaign "Equal love. Equal rights." gave. The self-employed CD had already booked the 12-square-meter space in the spring because he "used to get upset that there were no good poster sites left in the fall." Then, when Cavegn discovered that the vote on the Partnership Act was coming up on September 22, he found the virgin space on Weinbergstrasse tailor-made for the issue.
Tarkan Özküp ultimately took overall responsibility, Chris Burkhard designed the graphics, and Julien Vonier photographed the homosexual couple in bed. "We intentionally didn't take crunchy young men fucking, but everyday people who, after thirty years of living together, aren't so wild anymore either, but look at their photo album in a completely normal way," Cavegn explains the ironic look into the bedroom. Since everyone involved in the studio, including the two male models, were "hetis," a "pretty weird atmosphere" prevailed during the photo shoot. With an attention to detail that is otherwise almost only found among gays, the shooting went off without a hitch.
Vonier and Cavegn, who have already realized countless such "monumental shots" together, once again wanted to go all out and had the entire bedroom artificially designed from scratch. A real wallpaper was put up. Stylist Marlise Isler sewed a matching bedspread by her own hand.
Breaking down stereotypes with the portrayal of normality
According to Cavegn, the aim was to achieve an "English style with a touch of Manfred Deix. One should be able to linger in the subtle humor picture and discover something new again and again. Mention should also be made of the free work of Reproscan, which "has optimally brought out all the subtleties of this design.
The reactions that Markus Cavegn and Julien Vonier have received so far for their front contribution "to a very important cause" are very positive and come "from young lesbians to mature heteros". Understood is the intention that this poster "breaks down stereotypes by being completely normal". The advertisers wanted to "show class to the middle class" as well as "create an affinity with the perhaps more conservative viewer," motto: "Look, it looks the same with the gays as it does with you in the bedroom."
On September 22, a vote will be held in the canton of Zurich on allowing registered partnerships for homosexual couples. This is intended to eliminate some of the legal and social disadvantages that same-sex couples still have to put up with. Above all, the law does away with fiscal discrimination against same-sex couples who share table and bed.
To ensure that the message "Yes to the partnership law" reaches the entire canton and "on both banks", the advertising agency Euro RSCG Switzerland has "forged a close partnership with the letters J and A" for the voting campaign, as CD Jürg Aemmer explains.
The campaign idea takes the main message "YES to the Partnership Act" and combines the two letters J and A from the message on two related advertising media. "J and A thus symbolically stand for two individuals joining in a partnership," says Aemmer.
This message "We belong together: Yes to the partnership law on September 22." will be implemented in all conceivable advertising materials. "The idea with the two letters forming a pair is easy to decline, quickly recognizable and forms the visual bracket for the voting campaign," says AD Anita Lussmann-Aragão.
In classic advertising media such as ads or posters, however, the two letters are above all people, couples and partners who say "yes". "Gay couples, lesbian couples, heterosexual couples, friends, fathers and daughters, mothers and sons, well-known people - simply everyone who belongs together and says yes to the Partnership Act, fills the campaign with life" says Euro RSCG. The subjects were shown for the first time on Christopher Street Day on June 29, where many couples with T-shirts, caps, balloons, pins and flyers proclaimed the message through Zurich's streets. In the meantime, there are also TV spots, which Patrick Senn conceived and realized together with Blood Sweat & Tears Ltd, Zurich.
The ironic look into a "gay" bedroom
With the planned amendment to the law, the canton of Zurich is once again to take a pioneering role for a corresponding federal law on the way to a society with free rights.
In order to work towards a positive outcome of the vote with strong integrated communication, the PR agencies PiAr and Relations & More, which were entrusted with the campaign management, approached the advertising agency Euro RSCG Switzerland. The latter tackled the work as part of a goodwill campaign.
The campaign of Euro RSCG is carried by the non-partisan committee "Yes to the Partnership Law". Bettina Volland, Hans-Peter Portmann, Pierre André Rosselet, Lars Baumgartner, Rolf Trechsel and Gioia Hofmann are responsible for the campaign.
Independently of these personalities, some creative people from the circle of CD Markus Cavegn have also created a motif for the vote on the partnership law. Also in Fronarbeit, although "nobody is gay", as Cavegn notes, a poster was created, which was finally adopted by the association "Network. Für schwule Führungskräfte" (Network. For Gay Leaders) and will be displayed from September 9 to 22 at around 100 B12 poster sites throughout the canton of Zurich, as well as on an additional 12 square meters on Zurich's Weinbergstrasse.
This billboard ultimately provided the impetus for Cavegn to create the campaign "Equal love. Equal rights." gave. The self-employed CD had already booked the 12-square-meter space in the spring because he "used to get upset that there were no good poster sites left in the fall." Then, when Cavegn discovered that the vote on the Partnership Act was coming up on September 22, he found the virgin space on Weinbergstrasse tailor-made for the issue.
Tarkan Özküp ultimately took overall responsibility, Chris Burkhard designed the graphics, and Julien Vonier photographed the homosexual couple in bed. "We intentionally didn't take crunchy young men fucking, but everyday people who, after thirty years of living together, aren't so wild anymore either, but look at their photo album in a completely normal way," Cavegn explains the ironic look into the bedroom. Since everyone involved in the studio, including the two male models, were "hetis," a "pretty weird atmosphere" prevailed during the photo shoot. With an attention to detail that is otherwise almost only found among gays, the shooting went off without a hitch.
Vonier and Cavegn, who have already realized countless such "monumental shots" together, once again wanted to go all out and had the entire bedroom artificially designed from scratch. A real wallpaper was put up. Stylist Marlise Isler sewed a matching bedspread by her own hand.
Breaking down stereotypes with the portrayal of normality
According to Cavegn, the aim was to achieve an "English style with a touch of Manfred Deix. One should be able to linger in the subtle humor picture and discover something new again and again. Mention should also be made of the free work of Reproscan, which "has optimally brought out all the subtleties of this design.
The reactions that Markus Cavegn and Julien Vonier have received so far for their front contribution "to a very important cause" are very positive and come "from young lesbians to mature heteros". Understood is the intention that this poster "breaks down stereotypes by being completely normal". The advertisers wanted to "show class to the middle class" as well as "create an affinity with the perhaps more conservative viewer," motto: "Look, it looks the same with the gays as it does with you in the bedroom."
