Der Motz vom Butz: Can you make good advertising for nonsense? Or vice versa?
More and more often, non-nonsense products are equipped with very banal or poor and therefore ineffective advertising. By Theophil Butz, graphic designer, advertising agency owner, inspirer and, for over a year and a half, also a mocker for Werbewoche readers. Please send any relevant information to [email protected]
By the time you read this, I'll already be in our vineyard in Tuscany. Speaking of Italy: they are much more creative than the Züri Fäscht organizers. If you enter the country by car without a CH sign stuck on, you will now be fined up to 300 euros. This is also creativity à l'Italianità. I wish everyone who has to award advertising contracts that they are courageous and go beyond the normal. And in the next and last column before the vacations, we will go through my theories again together, internalize them and hopefully put them into practice, right, dear City of Zurich? The stand-out of the week is that from now on, our red wine "Theophil" can also be drunk in Dieter Meier's Argentinian bistrots.
An example of banal advertising for an attractive event is the communication for the Züri Fäscht. Of course, the fireworks are the main attraction. But this is only the case when there is a bang and the weather is clear. On a two-dimensional poster, this is a quote from a firework display and not a poster with fireworks. Unfortunately, the taxpayer not only has to pay for the fireworks, but also for these announcement posters and advertisements.
I would spontaneously have much better ideas for advertising this event. Certainly not as flat as it has been posted here. For such a big event with eating, drinking, dancing, chilling, barbecuing, laughing and other things, any creative person can certainly come up with better ideas.
My theory: unlike Circus Knie, Züri Fäscht has no idea and no CI. Knie always surprises with an idea. Be it from the past or like this year with the Bubbels. And above all, Knie has a CI. Back to my theory: unimportant or unnecessary products go to enormous creative lengths to catch the public's eye. Beer A or B to Burger C or D organize creative advertising campaign ideas. But if the city of Zurich approves a Grand Spectacle and provides financial support, then the possibility of a Grand Spectacle is dealt with in a bureaucratic way by the city.
Dominik Geissbühler has proven over the years that opera performances have been advertised anew and creatively every year. Once again, the city confirms its uninhibited, bureaucratic and inartistic attitude. Incidentally, a good idea costs the same as no idea. The tax form is also designed in such a way that you really don't like it. There is still a lot to do for the coveted and excellent city of Zurich.
The stand-out of the week is that our red wine "Theophil" can now also be enjoyed in Dieter Meier's Argentinian bistro.
