Theophil liked this: You can laugh with Gian and Giachen
Regular readers of my column know that once a year, instead of a «Motz von Butz» column, I write a «Das gefiel Theophil» column. By Theophil Butz, graphic designer, ad agency owner, source of inspiration, and—for over a year and a half now—a grumbler for *Werbewoche* readers. Please send relevant comments to [email protected]
I've liked them ever since they were launched six years ago: the two ibexes from Graubünden Tourism. The talking ibexes are also popular with the public. In this advertising campaign, all the components I always preach come into play: a probably uncomplicated briefing; a creative idea and implementation that is ingenious for the Graubünden product, namely Graubünden dialect-speaking heraldic animals in front of a blue sky in the mountains. Through the variety of different episodes, the joke always remains fresh, entertaining and radiates a lot of sympathy to the viewers. The most important element, however, is that the campaign idea has not changed for six years. Keep it up for a long time. The Milk Cow has also been around for twenty years soon.
It is interesting that in both campaigns the protagonists are animals that behave like humans. This phenomenon is not new, of course. Walt Disney already built his global success on this formula. But I wouldn't now suggest that successful advertising is created under the motto "We'll take an animal that talks and dances". That can also go in the pants like with the tiger, which one should put into the tank. This cat became very famous. It was clear that it was an advertising figure for a gasoline company, but for which one? Esso or Shell or what? That's where the silent worm was.
I am particularly impressed by the website www. reisebuero-gianundgiachen.ch. It shows that a good TV spot solution can be ingeniously converted to another medium. Let the two bucks put together your individual travel program for you. Have fun and click around. Theophil liked it. There are two other projects that met my taste. One was the Blick am Abend of May 28. This fifth anniversary issue was written in dialect on 32 pages. Each journalist applied his own. Brings a lot of sympathy. The other pleasing thing: The Art Directors Club of Switzerland - as it now calls itself - upgraded me to the Hall of Fame together with Reini Weber at the AGM. An honor to which I pay my respects. If you continue to read my column so intensively, I hope you will keep this fact in mind.
By the way, I was also pleased to see that I was right in my analysis in the December 2011 column about the Gaydoul Group.
After so much praise and even self-praise, I would like to finish by not mentioning my obligatory put-upon, but nominate the deleter of the week: Did you notice the poster with a hairy man's chest shaved into a spade peeking out of an open shirt? Next to it, on top of everything else, is written, "Are you a playboy?" With this notice, the operators of the Swiss Casinos Zurich want to lure me in. With a bit of luck, I could even win a 5100-franc gold watch. Les jeux sont faits, rien ne va plus moche.
