Ruf Lanz creates relentlessly honest advertising for K-Tipp
The consumer magazine K-Tipp is the most widely read subscription magazine in Switzerland. Its independent tests of products and services, which appear in every issue, are particularly useful. These are surprisingly highlighted in the latest K-Tipp campaign by Ruf Lanz.
In the typical style of product advertising, there are 2-in-1 shower gel & shampoo, baby monitors, mineral water and minced meat. However, you don't read the usual positive advertising messages, but rather what the K-Tipp test revealed. Ruthlessly honest. A deviation from the norm that attracts attention.
Four motifs will be used in the first phase. Further motifs will follow in the course of the year on the basis of current K-tip tests.
Responsible at K-Tipp: René Schuhmacher (Editor). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Direction), Linda Solanki (Text), Anita Roth (Consulting).
