Orientation in the flood of news
Ruf Lanz won the budget from *Der Sonntag* and worked just as quickly as the editorial staff, churning out a few headlines that promise exclusive scoops.
In August, Ruf Lanz won the budget of Der Sonntag, the Sunday newspaper of AZ Medien, following an extensive concept presentation. The new campaign has been causing a stir since the first half of October. It positions the paper as the newspaper that sifts through the wealth of information after the busy week, checks it for relevance and creates order and orientation with well-researched and well-written stories.
During the week, people are bombarded with news day after day - both offline and online at ever shorter intervals. This daily flood of information can be quite confusing. The campaign illustrates this with pointed, wildly jumbled headlines: Commuters are increasingly switching to the Gripen Type E, the UN Security Council loses two "Gault Millau" points, Kim Jong-un is threatened with a PUK or Wall Street is disappointed by Francine Jordi. A total of 10 subjects will be used in the first phase.
The footer resolves the irritating headlines in a stringent manner: The daily flood of news can be quite confusing. "Good, there's Den Sonntag on Sunday." The campaign can be seen on advertisements and posters - and will soon also be heard on the radio. pan
