On the side of the stars

Wirz anchors SI's positioning as a celebrity mirrorThe Schweizer Illustrierte (SI) is on such good terms with Swiss celebrities that for the second year in a row it has consistently relied on this fact in its advertising. In an initial campaign designed by Wirz, Zurich, SI distanced itself from the paparazzi's hunting scenes. The Swiss celebrity magazine has moved away from this. A new appearance designed by Wirz transposes the same positioning as authentic self-portrayal: the new poster and advertisement motifs show SI reporters moving in sync with the person they are portraying. The new image is also a departure from the "old" slogan "Closer to the stars". page 12