For years, photoshoppers have been dictating an unnaturally perfect image of beauty with their retouching, which doesn't have much to do with reality. Proportions are shifted, skin is smoothed out, and every little blemish is erased. Dove has been committed to natural beauty for years and wants to encourage women to like their own bodies as they are. As early as 2006, the company made its debut with Tim Piper's film "Dove Evolution"caused a worldwide sensation. The clip showed in 75 seconds how an ordinary woman became the face of an imaginary cosmetics campaign using all the cheating tricks of the industry.

Dove's latest prank in the fight against dysfunctional beauty perception can be attributed to Ogilvy Toronto. The agency distributed a Photoshop action on the Internet that promised the infamous "Skin Glow Effect." Photoshop actions combine multiple steps and execute them with just one click of the mouse. People who are too lazy or have little idea about the program download files provided by other users and import them into Photoshop. Complex, elaborate work chains thus become child's play.

However, the supposed skin-perfecting action triggered a different effect: It undid all the changes made so far in one fell swoop and showed the photo again in its original state. Provided with the writing "Don't manipulate our perceptions of real beauty". (hae)
 

The number of competitors, which produce for a broader mass cheaper, has grown steadily in recent years. In order to credibly communicate the difference in quality and the passion of artisanal production, the appearance had to be fundamentally corrected, as the agency writes in a statement. A new positioning was aimed at and as a result a new appearance was developed from scratch. The aim was to emphasize the individuality and quality of the creations as well as the long-standing tradition and history of the manufactory, which was founded in 1868. The artisan character was expressed in the lettering by means of a specially created font as well as by a new signet. The long experience and the passion of the artisan production were visualized by a film, which accompanies the customer through the process of tailor-made handicraft.

Huguenin was recognized as one of the most effective rebrandings in the 2013 Rebrand 100 Global Awards. Furthermore, Gyselroth received a "Finalist Certificate" for the rebranding at the World Luxury Award Monaco 2012.
 

The mountain canton, with a population of around 40'000, thus wants to promote dialogue both internally and externally, increase awareness of the living and economic area and - not least - raise its profile in social media. In the future, departments, divisions and partners of the canton can also benefit from this experience, according to a statement.

Photos, movies and tweets

The canton of Glarus therefore populates Facebook, Youtube, Twitter and Xing with profile information, news, photos and films. The State Chancellery tweets weekly from the government council meetings. The canton marketing shares press releases, media reports and the portraits and columns under the title "Glarnerland hautnah" on Facebook. Youtube includes films on living and housing, business and work, tourism, a short portrait and TV reports. The social media channels and the mobile web application "Glarnerland" are integrated into the portal Glarus Glarus.ch and also in the website of the canton Gl.ch integrated. "We show a likeable and authentic canton of Glarus in the new media," says Christian Zehnder, project manager for canton marketing. And: "With social media, we can present ourselves even more strongly as a modern living and economic area and as a competent partner".

2'000 Facebook fans by the end of 2013

Canton Glarus "likes": To this end, at least 2'000 fans are to sign up by the end of the year on the official facebook page of the canton. The previous Facebook pages "Glarnerland GL" and "Glarnerland macht" will no longer be operated. Friends and fans of these pages have until the end of March to switch to the new fan page in order to continue to be informed about the canton of Glarus.

Teaser image: hae
 

The plan is to leave the Mini hanging on its side for at least a year, according to a statement from the agency.

Responsible at Abt Automobile: Thomas Keller, Ralph Burget (Managing Director). Responsible at OSW: Michael Oswald (CD), Michael Schär (text), Carlo Tagliavini (AD), Roger Müller (consulting).

An important component for the development of this new identity was the unconditional commitment to its competence and passion - the "headhunting of qualified people in the communications market," as it says in a statement. The new corporate identity also included classic materials, stationery and the digital presences for Web & Mobile developed. The new appearance was launched on March 1, 2013 as part of the name change (Werbewoche.ch reported) introduced.

PRfact has been supporting Jaguar Land Rover Switzerland in the area of social media since the beginning of 2013. On March 5, the Swiss Facebook fan pages of Jaguar and Land Rover will go online, according to a press release. PRfact advises and supports Jaguar Land Rover Switzerland in setting up and managing the community.

Since February, the agency has also been responsible for Sodastream's media and PR work in Switzerland. PRfact supports the sparkling water system manufacturer in the areas of PR and media relations, cooperation, social media and events.

In addition to the mandate wins, the agency has also announced a new addition: Martina Bumbacher joined the PRfact team as a consultant at the beginning of February. She is a qualified PR specialist and marketing planner. She has gained experience in PR over the last ten years at Amag for the Seat brand, at La Mer, a division of Estée Lauder, and at the PR agency Espress Kommunikation.
 

Juventus' new posters and ads feature young people who have quite amazing talent, but it's questionable whether it will help them in their future careers. The new campaign thus dramatizes the fact that many young people have various talents, but are still undecided about what they should become professionally. And that's exactly where Juventus pulls the lever. Because at Juventus Business School, according to the statement, teenagers are optimally prepared for their future, actively supported and individually encouraged. In this way, they quickly find out where the strengths and talents of the individual students lie and can guide them along the right path accordingly.

Responsible at Juventus: Matthias Rüegg (School Director), Stephan Ogg (Head of Marketing), Nicole Baumgartner (Marketing).  Responsible at Leo Burnett Switzerland: Peter Brönnimann (Executive Creative Direction) Simon Staub, Pablo Schenke (Creative Direction), Niels Schäfer, Marco Donada (Art Direction), Simon Smit (Text) Rolf Zimmermann (Strategy, Tobias Schoen (Consulting). Photos: Rico Rosenberger.

The Messerli Group's now eight partner companies form the "Magic Moment Engineers" - responsible for emotional marketing, live communication and brand experience, as detailed in a press release.

Carlo Angelini began his career after graduating as a theater set designer in Germany, where he gained several years of experience as a set designer. Since then, he has mainly designed television studios in Europe. Angelini has also made a name for himself as a stage designer. His works include the "Fifa Award Ballon d'Or", the stages for "Energy Stars For Free" and "Energy Fashion Night" as well as various sets for Uefa and Euro (2008/2012). In 2006 he won the "Eyes and Ears Award" and in 2008 the "Promax BDA Silver" for the set of the Abendschau in Berlin.

Andreas Messerli, Chairman: "We are very much looking forward to working with Carlo Angelini. We have already implemented several projects together in the past and have come to appreciate his great creativity and innovative strength. We are convinced that we will be able to open up further fields of activity in the new group composition, also increasingly on an international scale."

Karen Heidl studied German, philosophy and political science and entered the media industry in the traditional way as an editor, according to a press release. After several years in various editorial positions up to editor-in-chief, she switched to the publishing sector in 2002, where she has held several management positions to date.

"With Karen Heidl, we have been able to gain a proven publishing personality with a wide range of expertise. She knows the media from both an editorial and publishing perspective and has the necessary experience in the online sector. These are points that are important for the successful further development and expansion of our specialist publishing house," says Pascal Schwarz, CEO of Galledia.
 

The first Bico TV commercials are unforgotten, in which the twin brothers Martin and Sepp Müller from Glarus gave a face to the Bico claim "Für ä tüüfä gsundä Schlaaf" with their humorous manner between 1973 and 1991. According to the statement, it was clear to Bico that a TV comeback should differentiate itself from the old spots in many ways. "We deliberately did not want to tie in with or copy the twins' spots, but rather create something new and fresh. After all, the demands on sleep systems have also changed a lot," explains Daniel Sütterlin, Head of Marketing at Hilding Anders Switzerland.

In keeping with the basic message of the new commercial, "Because more than a third of our lives revolves around the bed," a Bico bed became the linchpin of the action. It tells the story of a couple who experience life-changing situations in and with their bed over the years. The bed is not a technical piece of furniture that serves exclusively for sleeping, but the scene of true emotions, a place of daily life. The following reminder picks up the rotation of the main spot and communicates a current Bico offer.

The film was directed by New York-based Swiss advertising and film director Elias Ressegatti. Elefant Studios was responsible for the production. Another special feature of the TV commercial is the song "For a Lifetime" by Great Garbo, which was composed especially for it.

Responsible at Bico (Hilding Anders Switzerland): Thomas Berchtold (Managing Director), Daniel Sütterlin (Head of Marketing). Responsible at Streuplan: Thomas Back (overall responsibility / CD), David Roth (text / concept), Stefanie Fink (AD), Martina Bossard (project management). Responsible at Elefant Studios: Pica Cubello (Producer), Marco Leisi (Production Manager), Pascal Chappuis (VFX Supervisor); Directed by Elias Ressegatti; Cinematography by Daryl Hefti; Location Scout by Béatrice Eglin; Sound by Great Garbo; Media: Mindshare.
 

CS subsidiary Bank-now is "the leading company in the Swiss consumer credit business", according to the press release. "From the very beginning, we have placed great emphasis on extremely consistent, consistent and sustainable brand management", says Gianni Pichierri, Head of Marketing & Communication. Pichierri added that the new campaign was intended to differentiate the company from its competitors.

The campaign was developed by Contexta: "We have had the opportunity to accompany the brand since its inception and are now writing the next chapter in this successful brand story," says Managing Director Nadine Borter. "It was crucial for us to further develop the brand's independence. Because that is the decisive success factor." The result is a campaign that radiates across all touchpoints. From the main media TV, online, posters, print and radio to the numerous branches and the call center.

The portrait series for the posters was created in collaboration with Swiss photographer Marco Grob. "Marco Grob has established himself worldwide as an absolute top photographer in recent years. He has an incredible feel for people," says Creative Director Moritz Staehelin, explaining the choice. The TV commercials were humorously realized by director Arni Johansson with visual originality.

Responsible at Bank-now: Gianni Pichierri (Head of Marketing and Communication), Silvio Frei (Project Manager Marketing), Marco Chini (Project Manager Marketing). Responsible at Contexta: Nadine Borter (overall responsibility), Moritz Staehelin (creative direction), Willem Baumann (art director), Daniel Müller (text), Michèle Borter, Delia Zeiter (consulting). Film production: Stories, Zurich, Yves Bollag (Head of Production), Arni Thor Jonsson (Director), Gudmundur Magni Augustsson (Cinematographer). Special Effects: Office Achter April, Stuttgart. Music: Jingle Jungle, Zurich; Massive, London. Fotograf: Marco Grob, New York. Media agency: Mediaschneider, Zurich.

With the publication of its tenth issue, the supplement to Schweizer Monat magazine has become a literary magazine in its own right and will also be available as a separate subscription from March, the publisher writes in a statement. The small magazine for great literature, which Schweizer Monat subscribers will continue to receive, is published five times a year and focuses on contemporary Swiss literature. Writer Peter Stamm already spoke a year and a half ago of a "magazine that was missing in Switzerland," and in 2012 the number of reader requests regarding a separate subscription to the magazine increased. "Contemporary Swiss literature needs more space in the Helvetic magazine landscape," believes the young editorial team around culture editor Michael Wiederstein. The permanent authors of the Literary Month magazine are of the same opinion. Among them are the writers Nora Gomringer, Michael Stauffer, Francesco Micieli and David Signer.

In the current issue on the topic of "How(so) we became writers," Adolf Muschg, Thomas Meyer, Hildegard Elisabeth Keller, Anne Brécart and Vea Kaiser write exclusively. Literarischer Monat not only deals with the established greats of the business, but also aims to provide an exclusive forum for up-and-coming literary talent.

Young talent platform Treibhaus to find talent

In cooperation with the Swiss cultural foundation Pro Helvetia and the German watch manufacturer Nomos Glashütte, SMH Verlag is therefore launching the young literary talent competition Treibhaus under the patronage of Hildegard Elisabeth Keller (SRF Literaturclub, juror of the Bachmann Prize Klagenfurt). The aim of the publisher's financial and intellectual investment is to discover literary talent at an early stage: Young writers are asked to submit their prose texts, which are then evaluated by a professional jury - after which the authors are invited to public readings in Zurich and Bern, where the winner or winners are chosen. The winning text will be published in the magazine Literarischer Monat and the main prize will be a watch from Nomos Glashütte. The writers will also receive personal support and information about further publication opportunities. Patron Hildegard Keller hopes that this will lead to "more openness and a willingness to take risks, a willingness to play and be serious in one," as she says in an interview in the March issue of the magazine.