Oliviero Toscani regularly succeeded in provocation: the Italian photographer sometimes took pictures of the anorexic model Isabelle Caro, sometimes he portrayed prisoners on US death row for the fashion house Benetton. "The themes are still as relevant today as they were back then," said Christian Brändle, Director of the Museum für Gestaltung Zürich, in an interview with the Keystone-SDA news agency. Topics such as racism, gender and migration.

The Zurich museum is dedicating the first complete exhibition to the photographer. Until now, Toscani had kept his early works under lock and key, according to Brändle. During the preparations for the exhibition, Toscani arrived late one day: "I went down into his archive and saw what he had stashed away," says Brändle.

The museum director was able to convince the photographer. Now, photographs from his student years in Zurich hang on the walls of the museum. They are photomontages and photographic juxtapositions that, according to Brändle, already point to Toscani's later play with provocation.

Zurich was followed by New York

After training at the Zurich School of Applied Arts, Toscani moved to New York. The exhibition is the first to show photographs that the photographer took of the club scene in the Big Apple. "Here you can also see his interest in diversity and freely lived sexuality," says Brändle. A theme that appears again and again in Toscani's work. In the USA, the photographer met the artist Andy Warhol and had celebrities such as Mick Jagger in front of his lens.

Countless photos by Toscani are laid out on a committee table in the Museum für Gestaltung. All from the photographer's archive. Photographs that were not used. Visitors can rummage through the prints.

And the photographs that the Italian photographer took for the fashion company Benetton are hanging there. "Toscani believes that clever provocation is the basis for any in-depth discussion," said Brändle. And so the photographer has also shown that corporate communication can do more than just sell a sweater - namely to bring issues into society. (SDA)

The exhibition "Oliviero Toscani: Photography and Provocation" can be seen at the Museum für Gestaltung Zürich from April 12 to September 15.

In the festival's opening film, "Bergfahrt", Swiss director Dominique Margot portrays researchers, artists and mountaineers who engage with the mountains in a special way. They all use the Alps as a resource for their fresh and innovative projects. The film invites you on a fascinating journey to the mythical giants with their magical attraction.

Co-directors Beat Käslin and Thomas Horat would like to use their second edition of the Bergwelten Film Festival once again create a meeting place. For the first time, they will be supported by an organizational team. A supporting program with various events offers the public the opportunity to discuss topics such as landscape protection in the Alps or women in mountain sports with experts. In a workshop, children learn how to make an animated film, which they can then experience on the big screen at the festival. A crime novel reading in cooperation with the Literaturhaus Zentralschweiz rounds off the supporting program.

Every two years, the Migros Culture Percentage dance festival Steps organizes tours with outstanding works of contemporary dance. Steps stands for diversity and high artistic standards, and inclusion and diversity also play central roles.

Inclusion also set the pace for the repositioning of the brand: Modern dance is conveyed in a light-footed, approachable way and without intellectual barriers. The unbridled joy of movement is even reflected in the new logo: the "Wonk-E" dances out of line and characterizes the entire appearance with its organic design.

The campaign assets were created in close collaboration with photographer and director Gian Paul Lozza, supported by Icelandic choreographer and member of the Steps program team Frank Fannar Pedersen.

The Steps campaign can now be seen on posters, advertisements and display banners, on social media and at Migros POS, on merchandise and at the 28 event locations throughout Switzerland.

Responsible at MGB / Migros Culture Percentage Dance Festival Steps: Gerda Treml (Head of Communication Steps), Valeria Felder (Festival Director), Gina Job (Internship Communication), Patrick Ilg (Directorate Society & Culture, FMC), Frank Fannar Pedersen (Program Team Steps), Migros IT-Services (Programming Website); Photo/Film: Gian Paul Lozza;, Dancers: Baptiste Berrin, Lisa Horten-Skilbrei, Nadika Mohn, Charmene Pang, Tanaka Lionel Roki; PR/Social Media: Elliott; concept, creation and realization: Pop Creative Services, Roli Hofer, Michi Benz.

The digital Observer has a new look: fresher, airier, lighter. The new design has been online for a few weeks - now the app is being launched.

The Observer-app can be used free of charge. Many of the functions are also available without a membership or subscription. You can save articles in a watch list, for example, so that the tax guide or the sample letter to give notice of termination of tenancy is immediately to hand when you need it. Push notifications can also be set individually and ensure that readers only receive notifications that are relevant and useful to them.

"The new app presents the wide range of information and services offered by the Observers as easily as possible to the users and scores with an inviting and tidy appearance," explains Observer-Editor-in-chief Dominique Strebel. "We want to share our knowledge and support in the best possible way at all times. We are currently focusing on the topic of digitalized advice. Together with the app, we have launched our first AI bot that can answer all questions about family law."

Together with the a+o office, Lukas Gähwiler from Lukas Film The core values and qualities of his work have been identified and put into text and form accordingly: the production of authentic advertising films - shot with technology reduced to the essentials.

Lukas Film deliberately positions itself between cell phone videos and high-end film productions: "As a one-man band, I can offer pragmatic realizations of advertising films that mainly follow a documentary approach," explains Gähwiler.

He also offers post-production services for material that has already been shot. This service is not only aimed at photographers who produce moving images, but also at end customers who shoot their own videos and need support in post-production.

Concept and design: Andy Ott (A+O office). Text: René Moor, Jasmin Klett. Programming: Roger Burkhard.

The aim of the campaign is to address serious HR topics - or problems - in a relaxed manner. The subjects and the film of the current campaign are intended to show what happens when companies do not work with the methods and programs of Umantis: There is sheer chaos. Employees take care of everything - except their work. The data is open to everyone, no one takes care of the newcomers and in time recording, fantasy prevails instead of reality. As the film shows, all this can be changed with the HR suite from Umantis.

Serious topic - humorous realization

The campaign films were shown at the Umantis-Abacus stand at the HR Festival Europe in Zurich and were reportedly well received by HR professionals. "Of course, solving HR issues requires a differentiated approach and a lot of know-how," explains Mischa Hollenstein, CSMO at Umantis. "But at the end of the day, despite all the technology and logic, it's about people. And that's what we want to show with this tongue-in-cheek campaign," adds Barbara Held, Head of Marketing. The film and the cut-downs for the individual products are primarily used at trade fairs, on digital channels and on social media.

We are HR

In recent months, Umantis has been given a complete visual makeover. Added to this were the content changes resulting from the expanded range. The teams led by Mischa Hollenstein and Barbara Held worked with Ammarkt over several weeks to develop the brand's new positioning. One of the results of this process is the new self-confident claim "We are HR", which is being introduced with this campaign.

However, Umantis also wants to continue to communicate with its new parent company Abacus in an unconventional way. "Despite our professionalism, we have retained some of the rebellious spirit that characterized our founders," Hollenstein continues. "This is also demonstrated by the jungle stand with which we caused quite a stir at the Zukunft Personal Europe trade fair in Cologne last August."

Responsible at Abacus Umantis: Mischa Hollenstein (Chief Sales & Marketing Officer), Barbara Held (Head of Marketing). Responsible at Ammarkt: Sandro Tissi (CD), Dorota Wisniewska (AD), Iris Appel (text), Patrizia Galassi (MD/project management), Valeria Di Paola (consulting). Film production: Prodigious Zurich, Susanne Baumgartner (Managing Director) Stefan Rüegg (Producer/Head of Studio), Ian Oggenfuss (Director), Matteo Attanasio (DOP/Photography), Patrick Richner (Junior Producer), Adrian Häni (Head of Factory), Alexander Fasi (Picture Editor).

The adjective random comes from the English language, but has been in the Duden dictionary for some time and is therefore also acceptable in the German language. Translated, it means "random course", Old French randir = to run, related to Old High German rinnan, to run. In other words, something that has no permanence or lasting value. The Duden describes the meaning as arbitrary, random; mixed up and adds examples such as "it occurs to me randomly that ...", "we set off randomly" or "you are so random (crazy)". So far, so clear. So Duden is right on trend. Because random can be heard everywhere at the moment.

A word that - I admit it - also aptly describes the choice of words for this column. It doesn't follow any particular pattern, but is actually random. The inspiration for each choice comes from everyday business life and sometimes even has a topical relevance. Meetings, calls, emails, posts or public transport are reliable sources of new words. Using the latter is recommended to all those who deal with target groups. Nowhere else is it easier to obtain information free of charge without having to pay for it with your own data. And the compilation of informants takes place randomly every day and on every route. Not like in social media, where the order of posts is based on a sophisticated algorithm with the sole aim of showing us what will keep us engaged for as long as possible. Nothing is left to chance. Which could be a little worrying.

Communicate - no matter how, the main thing is by chance

Perhaps that's why it seems to be extremely popular at the moment to call everything random. If everything is predetermined and calculated, then at least celebrate randomness in a communicative way. But random can mean much more.

Firstly, for example, it is a useful means of strengthening resilience. With all the problems in this world, which at times have an overwhelming effect on our mood, it is the ideal way to escape from them. None of my business, it doesn't matter anyway. We can't solve all of the world's problems ourselves, so we prefer to turn away from them and towards things that happen to come our way and make us happy. That makes us less ill. And ideally even strong.

Secondly, it's a great excuse if you can't think of the right thing to solve an everyday problem. For example, writing the right headline, finding the right typeface for an advertisement design or developing the right strategy for a campaign. Then you can suggest something at random and, with a bit of luck, a workable solution will emerge.

And thirdly, it's a good way to dwarf things. Yes, even in our industry there are people who have doubts about what they create. This ability is less well known to men than women, but it also exists. So if you are plagued by insecurity, you simply describe your work as random. This makes it smaller and is usually well received because it triggers the reflex in the other person that they have to say it better. Unfortunately, sometimes better than it actually is. In this sense, these lines are also random. Thanks for reading, though.

The SRC Canton Aargau provides a wide range of services for disadvantaged people in the canton. An important part of this is the 900 or so volunteers who work for the charitable organization. It is precisely these volunteers who are at the center of Blueheart's new campaign for the SRC Canton Aargau. Under the motto "What unites us - we help people in Aargau", various volunteers - from students to pensioners - advertise their commitment to the Aargau Red Cross. Be it as a volunteer, as a member or as a donor.

The agency designed, developed and implemented the campaign for the SRC Canton Aargau. In addition to the poster campaign with three different subjects, the central elements are the landing pagea testimonial film with statements from volunteers, a making-of film, public transport screens and social media ads. The campaign has been on display in Aargau since April 2024 - as an appeal and motivation to stand up for more humanity in the canton.

Responsible at the SRC Canton Aargau: Regula Kiechle (Managing Director SRC Canton Aargau); Sonja Geissmann (Head of Marketing & Fundraising SRC Canton Aargau). Responsible at Blueheart: Hanno Lietz (CD text / concept); Olivier Kilchherr (CD art); Angelica Scholze, Vanessa Mentha (consulting); Claudio Heller (photography). Film: Nicola Euler (Euler Films Baden).

Federal Councillor Albert Rösti has appointed René Dönni Kuoni as deputy to Bakom Director Bernard Maissen. He joined Bakom in 1995 as a research assistant. In 2013, the now 60-year-old economist was appointed Deputy Director and took over as Head of the Telecom Services and Post Division.

After studying electrical engineering, René Dönni Kuoni initially worked as a test engineer for the telecommunications group Alcatel. He then studied business administration at the University of Bern. As successor to Philippe Horisberger, Dönni Kuoni will ensure continuity in the management of Bakom.

Horisberger himself joined Bakom in 1993. Since 2012, he has headed the department responsible for frequency management. He was appointed Deputy Director at the end of 2014. Since 2000, he has led the Swiss delegation to the International Telecommunication Union (ITU) World Radiocommunication Conferences on several occasions. Philippe Horisberger will now retire at the end of November 2024.

Whether it's nutritional advice or the WHO, the message is omnipresent and clear: "You should eat more vegetables!" So there is no lack of knowledge. Vegetables are also readily available from farm stores and wholesalers. So why are our eating habits not changing as we would like?

The "Processed Vegetables" working group of the Association of Swiss Vegetable Producers confronted the Rubmedia agency with this question and demanded answers. As a result, a low-budget campaign was developed in close cooperation with the VSGP, aimed directly at the "gut" of consumers.

The young top chef and world championship runner-up Philemon Kleeb was engaged as an influencer. In a 40-second TikTok-style video, he shows how Spinach from the supermarket freezer quickly becomes a high-quality meal suitable for guests.

The message "Local products, short transportation routes, balanced nutrition, simple preparation" has already been adopted by 300,000 consumers from German-speaking Switzerland, French-speaking Switzerland and Ticino in over 730,000 social media impressions.

Responsible at VSGP: Markus Waber (Deputy Director and Head of Communications & Marketing). Responsible at Rubmedia: Yanik Gasser (storyboard, video, animation and marketing), Beat Aeberhard (graphics and web implementation).

Over the past two years, a lot has happened in the application areas of Web 3, artificial intelligence and virtual reality. Thanks to numerous innovations, these areas have become accessible to the general public, making them more tangible and easier to understand. This has also benefited the metaverse, which has once again become the focus of public attention as a result of these developments. Currently, questions about regulation in particular are becoming louder in connection with the metaverse.

With the Position paper the company founded at the beginning of 2023 Swiss Metaverse Association meet the social and entrepreneurial need for regulation in the metaverse. Under the title "Creating Certainty in the Metaverse", co-authors Dr. Mattia L. Rattaggi and Dr. Daniel Diemers have created a clear orientation framework for political decision-makers and regulatory authorities and also developed four specific recommendations for action.

What to consider when formulating a metaverse regulation

In the position paper, the two authors first address the potential principles that are necessary for a Swiss legal and regulatory framework. Among the generally accepted norms of the Swiss legal system, they mention the digitalization of the law, sustainability, inclusion, responsibility, pragmatism and comprehensiveness.

The authors then outline the scope of future regulation - private and business environment, public sector, education - with transformative impact, before addressing the relevance of existing regulation in interdependent technology fields.

Finally, Rattaggi and Diemers look at the most important regulatory focus areas for the next three to five years. These include, for example, digital interactions, data protection, employment law and intellectual property.

"The metaverse is becoming an integral part of our digital and physical lives, and Switzerland should take a leading role in creating a clear legal framework that promotes innovation while protecting individuals and companies," Daniel Diemers is convinced.

How Switzerland is becoming an attractive home for the Metaverse

According to the Swiss Metaverse Association, political decision-makers in Switzerland will have to focus on four points in future in view of the growing international emergence of the metaverse:

First, Swiss policymakers should closely follow developments around the metaverse and build capacity at the federal level for policy setting, implementation and enforcement.

Secondly, a smart, principles-based legal and regulatory framework for the metaverse in Switzerland must be created in order to position the country as one of the emerging global leaders in metaverse-related business.

Thirdly, the foundations of a "digitalization of the law" must be addressed first and foremost so that digital interactions become legally binding and can therefore be effectively enforced.

Finally, the convening of a metaverse task force at federal level should help to define a clear strategy and an initial regulatory framework. The involvement of associations such as the Swiss Metaverse Association and the Swiss Blockchain Federation, as well as the scientific community and affected industries, could help to keep pace with the rapid developments.

All members of the Board of Directors were unanimously re-elected at the AWS Annual General Meeting: Markus Ehrle (President, APG|SGA), Christoph Marty (Vice President, Goldbach Neo), Beat Holenstein (APG|SGA), Robert Furger (Goldbach Neo) and Gregor Zimmerli (Aktiv Werbung).

The two companies Excom Media and Smadooh Media are new members of the Swiss Outdoor Advertising Association. They support the intentions of AWS to further develop the analogue and digital outdoor advertising market with regard to topics such as media research, training, digitalization and generic marketing. As a result, a total of nine outdoor advertising companies are now committed to high-quality and efficient analog and digital advertising solutions in public spaces.

Successful outdoor advertising year 2023

According to AWS, the upward trend in out-of-home media from last year is set to continue this year. The category enjoys "a very high level of acceptance among the population" and has the "most favorable CO2 balance" of all advertising media. In addition, out-of-home media also reach young, mobile target groups and offer an attractive price/performance ratio in an intermedia comparison.

This year, the association intends to focus on combating bans and restrictions on commercial advertising, contributing to transparent and provider-independent media research and highlighting the high economic added value of out-of-home advertising. In addition, there will be increased generic marketing. This includes the industry event "Woohw!", which will be held in Zurich for the second time in September 2024 under the joint sponsorship of the AWS. The AWS is also involved in the transnational trade magazine OOH!. The free e-paper is published four times a year and informs advertisers, agencies and creatives about developments in out-of-home media in Germany, Austria and Switzerland.