To draw attention to herself, she came up with an unusual direct mailing: pink panties with the URL Iwannaworkforactionbronson.com. She threw the purpose-designed underwear on stage at an Action Bronson concert. Action Bronson can view more of Katrin's work on the website and then decide whether to hire her. An answer is still pending. The direct mailing has been very well received on Facebook and Twitter and is being diligently passed on.

 

Regional makes sense, because short delivery routes only have advantages. For everyone involved. The customer buys fresh, the environment breathes a sigh of relief - and the retailer can write sustainability on the flag. However, short delivery times are not only achieved through short delivery routes - but also through particularly fast transportation. What is somewhat difficult in reality works without a hitch in advertising. Jung von Matt/Alster pulls out all the stops for Edeka and sends Bauer Georg on a delivery trip in a 1954 Ferguson pimped up to over 400 hp. It's not really sustainable, but at least it's entertaining. And well done. However, Raser farmer George doesn't quite come close to the Jung von Matt/Limmat chicken that laid the egg in Migros in terms of freshness. (hae)

Who or what am I? Am I lesbian, gay, bi, trans or none of the above? When it comes to sexual identity, 5 to 10 percent of people feel they belong to one of these groups. That's a lot of people - several hundred thousand in Switzerland alone. The idea for the coming-out brochure came about four years ago in cooperation with the Swiss AIDS Federation, the lesbian organization Los, the gay organization Pink Cross and the Glaswerk agency.

The common goal is and was to address young people between the ages of 12 and 18 with the brochure. In other words, very young people who are grappling with the issue of sexual identity. What identities are there? Where do I stand? Are there problems, and if so, how can they be solved? The brochure uses real and partly fictitious testimonials to show how the topic is dealt with in the family, at school and in society in general. The young people receive concrete, practical information and instructions on where and how to find help.

The first edition of the brochure was published in February 2012, when the visual identity was developed by a 19-year-old member of the glaswerk team who was the perfect age for the target group. A lot has changed since then, especially when you look at it from the perspective of the very young target group. Visual habits and expectations develop and change rapidly among young people. At the same time, the acceptance of such a brochure depends very much on its outward appearance. The wording and individual technical terms have also changed since then. glaswerk has taken these changes as an opportunity for a facelift - carefully dosed and, of course, based on the existing look. The aim was not to develop a new brochure, but rather to further develop the existing brochure.

October 11, 2015 is the day. The coming out brochure will be published in a revised look. Precisely planned, because October 11 is the international "Coming Out Day". Schools, groups and, of course, individuals can order the brochure from Aids-Hilfe Schweiz, for example, and use the expert statements, questions, answers and perspectives to clarify the relevant topics for themselves, discuss them together or bring them to the public.

 

In addition to over 120'000 used cars, Autoscout24.ch also has around 30'000 new car offers. Thanks to the newly created new car section, these can now be found quickly and easily by means of an integrated, brand-independent search query tailored to individual needs. Close cooperation with garages and partners ensures a comprehensive range of vehicles in the new car segment.

Maxomedia created the communication concept and uses various advertising formats to encourage people to discover new cars on Autoscout24.ch. The key visual is the heart of the campaign. It positions the platform - previously perceived by car seekers, sellers and partners primarily as a used car marketplace - as an innovative new car platform with immediate effect. The campaign includes posters, banners, trueview ads and radio spots.

Responsible at Autoscout24: Jean-Claude Zulauf (Marketing Manager), Andreas Schrag (Chief Marketing Officer Scout24). Responsible at Maxomedia: Michel Sulser (consulting), Romaine Brunner (consulting), Simon Muster, (consulting), Reto Schild (creation), Daniel Rödel (creation), Antonia Bekiaris (text), Philippe Stucki (graphics), Noah Moor (motion design).

As a non-profit housing developer, Logis Suisse has been committed to affordable and needs-based housing throughout German-speaking Switzerland for over 40 years. As a responsible owner of a broad portfolio of properties, Logis Suisse is active throughout the entire life cycle of the properties, always acting in accordance with fundamental social and ecological values.

SNK supported Logis Suisse in sharpening its unique positioning in the highly competitive real estate environment with well-known GU/TUs, pension funds and real estate funds as well as building cooperatives. To this end, SNK worked closely with management and the board of directors to develop a vision and the positioning "Fair Living Space" as well as the brand identity and key messages for the various target groups.

On this basis, SNK created the corporate design including logo and claim. The new logo thematizes the multifaceted nature of living space in an open, forward-looking way. The new colors are fresh and lively and at the same time create a link to the history of Logis Suisse. Building on this, the first target-group-specific brochures and the responsive website Logis.ch implemented. Compact, pragmatic CI guidelines ensure consistent application of the new look.

"Problems shout, solutions whisper", writes David Bornstein. The publicist and columnist for the New York Times was instrumental in developing the concept of "solution journalism" in 2011, which is now on everyone's lips as "constructive" or "solution-oriented" journalism. What Bornstein meant: Because the problems are so loud, they drown out almost everything else in the traditional news media: Wars, crises, disasters everywhere you look. "That's just the way the world is," says the traditional journalist, and he's right. But the world is not just like that: every day there are also positive changes, social improvements, reforms that bring progress, small, everyday stories of success. But the media rarely report on them. Of course, this has to do with the traditional self-image of journalism, which consists of being the watchdog of society rather than its shaper. The noblest task of the media is to reveal "dirty secrets" and thus give society the opportunity to rectify grievances. This remains an indispensable task, but today's journalism would do well not to limit itself to this.

Bernd Ulrich from Die Zeit recently wrote in an essay about the current state of journalism: "It is not only evil that is disguised today, good is also concealed." That is why the media should make more of an effort to present the groundbreaking, to give hope space. David Bornstein writes that classic crisis journalism seems to him like a father who reproaches his child every morning for all its shortcomings and mistakes and believes that this will make it a better person. "But children need role models. And so does society."

Before I come back to the role of the media in society, I would like to look at things from the reader's perspective. Many readers today, especially young readers, are turning away from the traditional news media. According to surveys, one of the reasons they give for this is that they "can no longer stand the negativity of the news". Studies show that the dominance of negative reporting tends to make media users anxious, despondent and passive. Working through the classic hard news can be quite an exhausting, depressing affair in the long run.

Crises or cat pictures

Readers long for positivity. And a variety of new online media is giving it to them - in the form of cute cat pictures, funny videos and absurdities from the realm of so-called people. This feel-good fast food warms people up, yes. But there are better, more nutritious, more relevant things for news media.

Solution journalism, solution-oriented journalism, constructive journalism, impact journalism - there are now many names for reporting that focuses on solutions rather than problems. And from the New York Times to the Washington Post, the Huffington Post, Danish state television, Sparknews in Paris, the global Positive News to Zeit, Spiegel online and the Tages-Anzeiger, there are now also many media outlets that have gained experience with the concept. A year ago, Tages-Anzeiger took part in Impact Journalism Day for the first time under my leadership. On this day of action, newspapers present innovative solutions to social problems in a worldwide cooperation. This year, 47 leading newspapers from China to South America took part in the initiative, which was founded in Paris. In addition to the Tages-Anzeiger, the Tamedia titles Tribune de Genève and La Regione also took part from Switzerland. They presented 104 projects that improve the world, reaching 120 million readers and 22 million contacts on social media. In many countries, including Switzerland, the Twitter hashtag #ImpactJournalism was the number one trend that day. Readers' reactions to the campaign were overwhelming. Dozens wrote to us in letters and emails about their enthusiasm: "Finally something that inspires me, something that gives me hope." And: "It's great that the Tages-Anzeiger is doing something like this." There were also many reactions from the social entrepreneurs and non-profit organizations sector.

Good is well received

One consequence of this echo is that, on the initiative of Ashoka and the Right Livelihood Award, better known as the "Alternative Nobel Prize", a group of journalists and social entrepreneurs has formed in Zurich with the aim of creating a Swiss Internet platform that is independent of individual organizations and media. On the one hand, the media should be able to find interesting social innovations and projects and find out about the best practices of solution-oriented journalism, while on the other, social enterprises and foundations will have the opportunity to attract the attention of the media with their innovative projects. The Tages-Anzeiger, for its part, has made efforts in recent months to better anchor solution-oriented journalism in its everyday editorial work. The most visible result is the new weekly column "The Solution".

Constructive journalism is not only good for the image of a medium, but also commercially interesting. Studies from the USA show that articles that focus on solutions are read and commented on significantly more often than those that focus on problems, and they are even shared with friends four times as often. There is also evidence that loyalty to a medium increases when it inspires its readership. Young readers in particular no longer just want to be informed, they want to get involved and contribute themselves. They expect the new media world to treat them not just as readers, but as potential actors. They want to actively shape, not just suffer. So if it is not the readers' fault that the solutions in the media only whisper, is it perhaps the journalists' fault? The old industry maxim "Only bad news is good news" is still deeply rooted in the DNA of news journalism. Journalists are usually fixated on outrage, drama and scandal. Yet solution-oriented journalism would be particularly effective and interesting when it comes to problems that are well known.

I will give you three examples of how reports on new ideas, role models or inventions could change the perception of a problem. Firstly, poverty: instead of reporting again and again on the misery in American ghettos, you could report on a project that is currently being tested in various cities: Instead of giving parents more welfare to lift them out of poverty, you pay their children to go to school. The idea is based on the insight that children's success at school has a major impact on their families' future prospects. Secondly, corruption: Instead of going on and on about cases of bribery of football officials in all their ramifications, it might be worth asking how the International Olympic Committee actually got rid of most of its corruption worries and what world football's governing body could learn from this experience. Thirdly, disability: researchers in Austria have developed a tablet for the blind, from whose screen Braille appears as soon as the fingers swipe over a text - a project presented by the Tages-Anzeiger newspaper on Impact Journalism Day.

Journalism has creative power

My thesis is that journalism today should no longer be limited to describing and managing problems. It should seek, present and debate solutions to social problems with comparable commitment in order to become more relevant to its users again. Many say that the credibility of the media in society has suffered. That is true. One reason for this is that, in the opinion of the public, they are no longer doing enough to help shape the future of society. In order to help shape the future, however, they would have to embark on a search for social solutions and investigate which work and which do not. Bernd Ulrich wrote in Die Zeit that the media must find their way back to the "subversive power of confidence" if they want to do justice to the undivided truth and the needs of their readers again.

Margaret Thatcher and Angela Merkel are notorious for the phrase: "There is no alternative." No situation is more frustrating for citizens and readers than when there are no alternatives. Constructive journalism says: "There is an alternative" and talks about it. For media in upheaval and crisis, solution-oriented journalism can itself be a solution for the future.

Dominique Eigenmann, 47, is Germany correspondent for the Tages-Anzeiger. He was previously head of news at the newspaper for eight years.

This article comes from the Print edition 18/2015. Here go to the subscriptions.
 

Herger Imholz reorganizes itself. In mid-September 2015, Yves Herger took over 100 percent of the company's share package. "I would like to thank my previous business partner Sämi Imholz for the many years of good cooperation and wish him every success in his professional reorientation." Mathias Bamert remains managing director. The 14-strong design agency with offices in Uri and Zurich will in future concentrate even more on its core competencies of brand strategy, brand conception, brand design and brand management. This in the disciplines print, web, moving image and sound. The goal, according to the statement, is to provide clients with even more comprehensive advice in the area of visual branding. "Only the highest quality down to the last detail is good enough" emphasizes Yves Herger. "I look forward to continuing to accompany our loyal customers into the future with my expert team."

The Herger Imholz management team, from left: Yves Herger (Owner and Creative Director), Mathias Bamert (Managing Director), Beat Schuler (Head of Administration) and Philipp Michel (Art Director).

The Bern agency decided to show the confession afterwards instead of the seduction. Thus, the campaign subject shows the confession of having given in to the great temptation. Whereby for once not the slightest remorse is indicated. The campaign runs from now on in Quickline's distribution area. The measures: Cinema spot, posters, flyers, online and mobile banners, advertisements and POS measures.

Consulting and concept: Gestalt Kommunikation, Bern;
Media: Gestalt Kommunikation, Bern and Quickline, Nidau;
Key Visual: Twin Design, Liebefeld;
Production spot: Twin Design, Liebefeld
 

Google wants to offer media companies a technical platform for better display of multimedia content on mobile devices. On Wednesday, the internet company presented a project designed to load image galleries, videos and graphics faster, for example. Google is relying on an open platform. The software code for the "Accelerated Mobile Pages" will be freely available. The content will continue to be stored by the media providers, but will be displayed more smoothly on the user's device using efficient caching technology. For advertising, Google wants to support various formats, ad networks and technologies.

It should also be possible to integrate subscription models and payment barriers. The business model behind the offer is still to be developed. However, Google does not want a share of advertising revenue as part of the project. According to the project website, media partners include Zeit Online, the BBC, the Financial Times, the Wall Street Journal, Buzzfeed, the Washington Post and the New York Times. Participants in the project do not receive an advantage in the display of search results, but shorter loading times could be reflected in the algorithm.

There are currently a large number of platforms from online companies for media content providers. Facebook is also courting their favor. The world's largest online network launched its "Instant Articles" service in the spring. The content is stored directly on Facebook and does not have to be loaded via a link from the media website, as was previously the case. This should reduce loading times on mobile devices. Apple launched the "News" app for media content in the USA, which also features advertising. The photo service Snapchat is also trying to offer media companies a platform. (SDA)

In this case, the bright minds with the brilliant ideas are people from the social environment of advertisers. After all, creative people are always on the lookout for THE idea. And are therefore happy to receive input from outside. Why don't you do this, why don't you do that, that would be a great idea, wouldn't it? No. For the really good ideas, there are festivals like the North American Effie Awards 2016 or, of course, the Swiss Effies in spring 2016 (hae).

As the Tages-Anzeiger blog "Off the Record" writes, the castling will start on October 19 after the elections. Ringier denies the assumption that this could be a test of convergence qualities. Rather, it is about "improving cooperation and understanding of the respective needs.

In addition, a Blick desk manager is currently being sought. In the future, the Blick desk will supply all channels with content. The desk manager's influence will be correspondingly great, while the aforementioned editors-in-chief will "only lead small teams of authors for brand management," according to the article. Candidates for the post are said to be Peter Röthlisberger, Rüdi Steiner and Andreas Dietrich. (hae)
 

By the way, the elaborate spot was shot in Latvia - with actors who reenact Viking battles in their spare time but don't always pay attention to authenticity down to the smallest detail. "We learned a lot about Vikings," recalls agency founder and creative director Pius Walker. "For example, that contrary to our common images, they did not wear horns on their helmets." Walker is happy with the result - even with the long version, which is not a given: "With one-minute spots, there is often a danger that they become a bit boring. That is not the case here, in my opinion." Like the 35-second spot, the long version will be broadcast on TV. First in Switzerland. Then later in Finland as well. (hae)

To the 35 seconds version

Responsible at Ifolor: Dominique Baumann (Head of Marketing and Communications DACH). Responsible at Walker: Pius Walker (CD), Roger Beckett (CW), Jenny Grunberg (AD), Cornelia Nünlist (Account Director), Catherine Elf (Art Buying) Ben Gregor (Director), Sara Cummins (Producer), Knucklehead (Production), Finish (Post Production), Whitehouse Post (Editing Company), Paul Harrison (Colourist), Christopher Sabogal (Director of Photography), Cheryl Payne (Post Producer), Ben Stephens (Editor), Parv Thind (Sound @Wave), Baltic Pine (Latvian Prod Company).