Advertising step by step
Migros Culture Percentage is presenting "Steps" and launching a comprehensive advertising campaign to promote it.
Steps is just around the corner again. For three weeks, the Migros festival presents the latest trends in contemporary dance. Twelve companies from all over the world come to Switzerland and give 80 guest performances on 30 stages. Since 1988, this biennial has been one of the four major projects of the Culture Percentage, together with the Migros Classics concert series, the m4music talent competition and the Migros Museum of Contemporary Art.
Around these "flagships", Migros Culture Percentage reviews over 1'500 applications for support per year centrally in Zurich. In addition, there are around 3,000 requests from the regional cooperatives. All of these projects are "measured in terms of their impact on innovation and social relevance", as Barbara Salm, the new Head of Communications at the Culture and Social Affairs Directorate, explains.
Steps is not only sponsored by Migros, but also organized by the company itself. The aim is to "advertise the festival properly" so that the 40,000 seats find their deserved audience, as Christian Zwinggi, communications manager for Steps, explains. The currently launched campaign was designed by Zurich-based graphic design agency Weber, Hinder, Schlatter, Feuz. Sennhauser Creative Consulting provided the concept consulting. The films and photos were produced by Luzian Schlatter and Visualapark. A small team visited dance troupes in New York, São Paulo and Tel Aviv and documented their work with the latest Canon EOS Mach1. The concept did not want conventional images, but impressions of the dance artists against the backdrop of their home country. The "low-budget production" resulted in various print ideas as well as videos and a feature film.
Andreas Panzeri
Around these "flagships", Migros Culture Percentage reviews over 1'500 applications for support per year centrally in Zurich. In addition, there are around 3,000 requests from the regional cooperatives. All of these projects are "measured in terms of their impact on innovation and social relevance", as Barbara Salm, the new Head of Communications at the Culture and Social Affairs Directorate, explains.
Steps is not only sponsored by Migros, but also organized by the company itself. The aim is to "advertise the festival properly" so that the 40,000 seats find their deserved audience, as Christian Zwinggi, communications manager for Steps, explains. The currently launched campaign was designed by Zurich-based graphic design agency Weber, Hinder, Schlatter, Feuz. Sennhauser Creative Consulting provided the concept consulting. The films and photos were produced by Luzian Schlatter and Visualapark. A small team visited dance troupes in New York, São Paulo and Tel Aviv and documented their work with the latest Canon EOS Mach1. The concept did not want conventional images, but impressions of the dance artists against the backdrop of their home country. The "low-budget production" resulted in various print ideas as well as videos and a feature film.
Andreas Panzeri
