Wirz: Image campaign for the Tages-Anzeiger newspaper
In a new image campaign for the Tages-Anzeiger, real headlines show different perspectives. The campaign was created by Wirz Werbung.
For more than a century, the Tages-Anzeiger has shaped the Swiss media landscape and today reaches around half a million readers every day - and that's just in print. In addition, Switzerland's most subscribed daily newspaper is published online, as an app, and delves into a variety of topics on the web in more than ten blogs. To further strengthen the positioning of the Tages-Anzeiger as a cross-channel source of information, Wirz was given the task of creating an image campaign. For this, the agency used real Tages-Anzeiger headlines. They represent which articles the people depicted have read, and in the subjects they allow the most diverse points of view to collide. In this way, the campaign shows the power that the Tages-Anzeiger has as an opinion-forming medium.
"Because credibility is essential for us, an authentic campaign was important to us. With snapshots of the city and topics that actually occupy Zurichers, we succeeded in the best possible way. It's also great that the real Tages-Anzeiger titles show our range of topics," says Marcel Tappeiner, publishing director of Tages-Anzeiger/Sonntagszeitung. Because the news portal is deeply rooted in Zurich, the shoot also took place there. The reportage-like pictures were taken completely without models, but spontaneously with passers-by in the streets of the city.
Responsible at the Tages-Anzeiger: Marcel Tappeiner (Publishing Director), Gabi Wettstein (Head of Marketing Zurich), Stefan Lanz (Head of Reader Marketing Zurich), Patrick Linder (Head of Advertising Regional Media D-CH). Responsible at Wirz: Fernando Perez, Philipp Skrabal, Livio Dainese (ECD), Andi Portmann (CD), Rahel Nemitz (AD), Marietta Mügge, Franziska Pennington (text), Stephanie Lüscher (graphics), René Kaiser, Marion Schwager (consulting), Lorena Ladner (assistance), Gordon Nemitz (strategy), Nicole Suter (art buying), Mischa Haller (photography), Adams & Neill (production).
