The Dragon Trail, in Rhaeto-Romanic "Senda dil Dragun", is the longest treetop trail in the world. This year-round nature and digital experience fascinates young and old, even in winter. Since its opening in summer, over 80,000 visitors have already explored the Laax forest from a new perspective.

The appearance of the "Senda dil Dragun" was integrated into the image of the Laax brand and given an independent character through a clear visual language. In the launch campaign, a bridge was created between the longest trail and the experience for the whole family. This bridge was implemented via image, moving image, text, format and implementation forms.

The campaign was seen on posters, advertisements and various digital channels.

In line with its new claim "healthy together," health insurer Concordia is also committed to exercise and team sports - particularly in the area of indoor sports, it acts as a sponsor. This commitment is visible, among other things, through its presence as a broadcast sponsor of Sportflash and SportHeute.

For the conception and implementation of these TV and stadium spots, Concordia, together with the Maxomedia agency, was looking for a film team that could stage the passion for indoor sports in a gripping way. "Maybaum was able to convince in the pitch process with a modern and visually strong concept," explains Dominik Hardegger, Head of Advertising at Concordia.

The concept thrives on the unvarnished ambition of the athletes, dynamic camera work, an eye for detail and the use of light. During the fast-paced game scenes, the hall recedes into the background as a rather dark backdrop and yet remains clearly recognizable "The reduced film look is intended to put the athletes in the center. Individual heroes and heroines of the game present themselves in orange light and with an orange game ball to do justice to the corporate design," explains Nikolas Reigel, who was in charge of this project on Maybaum's side and also responsible for camera and editing.

Individual spots were created for basketball, handball, floorball and volleyball, as well as a combination for TV broadcast. The protagonists are aspiring sports talents as well as experienced professionals who were recruited, dressed and coached by Maxomedia and Concordia. The vivid camera work and the typical shoe sounds on the hall floor are meant to make the audience become part of the team.

"From the very beginning, it was important to us that the audience be in the middle of the action - feel the sweat and the adrenaline," explains Maybaum director Laurent Ulrich. This goal was also pursued in the sound design. The editing allows the separate games of the men's and women's teams to merge with each other and shows that they are all on a par in terms of commitment, strategy and dynamics.

All the footage was shot in three days at the Forum Sumiswald. Concordia wants to use the spots to draw more attention to indoor sports and show that well-dosed sporting ambition can be very healthy.

Responsible at Concordia: Dominik Hardegger (Head of Advertising); Philipp Lehmann (Head of Sponsoring); Eveline Eggenschwyler (Specialist Sponsoring and Partner Management); Jantine Bucher (Specialist Sponsoring and Partner Management). Responsible at Maxomedia: Magdalena Marsic (consulting); Seraina Greb (consulting). Responsible at Maybaum Film: Laurent Ulrich (production and direction); Nikolas Reigel (camera and editing); Natalie Wallrapp (camera assistance); Silas Thommen (lighting); Philipp Keusen (hair and make-up); Tim Zumstein (runner); Roger Sommer (color grading); Martin Stäheli (sound design and mix).

In his new role, Philipp will report directly to Steffen Schier, Senior Vice President Theatrical Sales GAS, according to a statement. Reto Philipp joins from Universal Pictures International Switzerland, where he has served as Marketing Director for more than six years. He will take up his new role in April 2022.

"I am very pleased to welcome Reto Philipp to the Warner team next year. He not only brings in-depth knowledge of the Swiss theatrical market, but also great leadership experience due to his previous role as Marketing Director at Universal Pictures Switzerland," Steffen Schier, Senior Vice President Theatrical Sales GAS, is quoted as saying in the release.

The briefing was clear: The main function of the Geberit AquaClean and thus the advantage of the butt shower should be shown. Quite directly and without the usual ado.

But advertising is subject to certain guidelines. Naked buttocks should not really be shown. In digital media, they are even censored immediately by the algorithm. So how can you show pos without showing pos?

For this, Wunderman Thompson invented a visual twist to clearly show a butt cleaning - without actually showing it.

Geberit presents the #Handbutts

When hands are placed together in a certain way, they look like a bare bottom in a certain section of the picture. With these so-called handbutts, Geberit can show the product benefit in a pictorial way for the first time: A butt - which is not a butt - is cleaned by a jet of water.

Seeing so much naked skin in various advertising material or the SoMe timeline is striking. But the resolution follows immediately by zooming out of the image, which reveals the pos as hands washing under a jet of water. And thus the ad also has the full attention of the viewers, who then also take away the message: Using a shower toilet from Geberit is like washing your hands for your bottom.

"Our team and the stores were immediately enthusiastic about the Handbutts. And the target group obviously is, too. From day one, we received very positive feedback on the campaign. It is close to the product, stands out and is somewhat provocative. And it really does put a smile on the faces of all viewers," says Susanne Wyss, Marketing Campaign Manager Geberit AquaClean.

Handbutts DIY

A how-to handbutt video is designed to motivate consumers to create and share their own handbutts.

The video is played out with targeted retargeting, which is intended to increase brand engagement with a wink.

"When the Handbutts idea came up at our agency, everyone immediately wanted a photo of their own Handbutts as well. We really wanted to tap into this engagement potential with the how-to video. And it seems to be working great, as you can see from the first movies created by users," says Swen Morath, co-CEO at Wunderman Thompson.

Facebook censors hands

For Facebook, some of the handbutts played out as sponsored ads were too sexy after all. That's why Wunderman Thompson used the pre-produced, toned-down backup versions. In addition to the shape of the buttocks, these show a bit more of the wrists with a watch or bracelet. In this way, the censorship could be circumvented.

The campaign was launched in mid-November in Germany, Austria, Switzerland, Belgium, the Netherlands, and the UK, and will be rolled out over three phases in six other European markets by March 2022. All animated advertising materials of the 360-degree campaign lead to the landing page, where the advantages of an AquaClean are explained with facts.

Responsible at Geberit AquaClean Susanne Wyss, Tanja Hug (Marketing Communications Manager Geberit AquaClean), Selina Della Rossa (Content Manager Geberit AquaClean), Dr. Margit Pfeifer (Head Geberit AquaClean). Responsible at Wunderman Thompson Switzerland: Cedric Fuchs (art direction), Julia Staub (text), Aylin Friedrich, Jael Abderhalden (graphics), Swen Morath (co-CEO, overall responsibility creation), Anita Roll, Corina Carabelli (account management), Stephan Lanz (business direction), Kim Prinzig, An Le (production); film production: Eqal Visual Productions AG, Karine & Oliver (direction).

Jeanneret's death coincides with the 75th anniversary of Swiss Solidarity, which he had helped to make popular with numerous collections, Christian Lüscher, a longtime friend and former work colleague of Jeanneret, told the Keystone-SDA news agency. The Swiss media had therefore often referred to Jeanneret as "Mister Swiss Solidarity".

Jeanneret was born in Bern on March 18, 1947. He later studied German literature, journalism and theater studies at the university there.

He began his career at SRG as a presenter of "Children's News" on Swiss television. Later, he moved to radio, where he became best known as editor and presenter of the program "Rendez-vous". For years he headed this background program of today's SRF radio.

Jeanneret published several books and was a lecturer at the Swiss School of Journalism MAZ. He was married and lived in Bern. (SDA)

On Facebook and Instagram, Swiss users will in future also be able to order products advertised directly on the platform without having to switch to the provider's web store. This process is called "direct checkout.

Swiss online retailers are still reticent about this new function: 42 percent of the companies surveyed are critical of its use and want to wait and see for now. 28 percent are likely to use Direct Checkout. However, only two-fifths have actively addressed the issue at all.

These are the results of a study conducted by the ZHAW School of Management and Law. The researchers surveyed over one hundred Swiss online retailers and experts in the field of social media and e-commerce from April 13 to May 19, 2021. The study was conducted together with the agencies Webrepublic and B+H Communication and the consulting firm Carpathia.

No substitute for the online store

"Most companies assess Direct Checkout as an additional sales channel that will complement their existing online store, but not replace it," explains study leader Darius Zumstein from the Institute of Marketing Management at ZHAW. Accordingly, only slightly more than a quarter of the companies fear that visits and sales in the online store would decrease as a result of using the new function. In contrast, 72 percent of the companies expect an increase in their overall sales.

More spontaneous purchases

Around eight out of ten of the companies surveyed said that other benefits include a seamless shopping experience for customers and the promotion of impulse purchases. In addition, many companies expect a more targeted approach and more direct interactions with their target groups. "Online retailers are often already active on Facebook and Instagram. Facebook and Instagram stores enable them to increasingly encourage their customers to buy where they spend a considerable amount of their time," says Zumstein. "Being able to buy products right where you're inspired makes online shopping significantly easier and faster." About 80 percent of the companies see a disadvantage of the new sales channel in the fact that control over customer data lies with Meta, the operator of Facebook and Instagram. 

When selling via social media - s-commerce - the researchers identified fundamental differences in 30 areas compared to classic online stores - e-commerce. They also provide a series of recommendations for integrating direct checkout into the marketing and sales strategy: For example, they advise companies to sell mainly consumer and durable goods on social networks that appeal to emotions. They should also clarify the necessary processes and resources in advance.

Direct Checkout is currently only available to some online stores in the USA. The exact date of introduction for Swiss users and companies is still open.

The Helvetia Patria Jeunesse Foundation for children and young people is now called Idea Helvetia. The foundation supports individuals and institutions with specific projects in the areas of people, nature and the environment. The focus is on harmony: today, tomorrow and the day after tomorrow. Because life on a healthy earth, in a developing environment, should be actively shaped. These goals and the associated commitment are to be communicated and brought closer to Idea Helvetia's various target groups on an emotional level.

Dreifive developed the social media strategy for Idea Helvetia and helped design the new visual appearance for the corresponding social media channels in order to push the new three focus areas and increase relevance in the market. The focus of communication and the various relevant topics is on Facebook and Instagram.

Responsible at Dreifive: Marleen Albert (Head of Social Media), Valentina Ivic (Senior Social Media Consultant), Ramona Huber (Junior Social Media Consultant), Sandro Kohler (Teamlead Art Direction & Motion Design), Max Müller (Junior Digital Designer). Responsible at Idea Helvetia: Denise Guggisberg (Managing Director Idea Helvetia), Carmen Sanchez (Senior Marketing and Communications Manager).

In Admeira, SRG has "a highly professional and strong marketer at its side in a challenging market environment," the media company announced in December.

Admeira says it is a leading marketing company for TV advertising in Switzerland. Admeira was originally founded in 2016 as an advertising alliance between Swisscom, Ringier and SRG. SRG had already sold its shares in 2018 as part of a cost-cutting program. However, Admeira continues to market advertising for SRG stations. (SDA)

Caroline Hulliger entered the world of communications after studying French language and literature, social sciences with a focus on political science, and world literature at the University of Bern and Paris-Sorbonne. She started as a PR assistant at CRK in 2016 and is now an experienced senior consultant.

The dual French-Swiss citizen, who grew up in Bern, is distinguished by her broad experience in campaigning and political communication.

CRK joined the Myty Group in October (Werbewoche.ch reported). By joining the CRK Executive Board, Caroline Hulliger is now also a partner in the Group. The previous CRK partners at Myty Thomas Löhrer, Stefan Batzli, Oliver Wimmer and Patrick Marty welcome the 34-year-old communications specialist.

"Caroline represents the future and the core competencies of the agency: strong in consulting and campaigning, interdisciplinary and close to its topics. With Caroline, we ensure that these competencies are further developed in the agency," says Patrick Marty, member of the Board of Directors at CRK.

Ewz is making valuable contributions to climate protection in the Energy City of Zurich: with climate-friendly lake water heating systems in Seefeld, with waste heat recovery from Werdhölzli for Altstetten and Höngg, with solar installations on public and private land, and also with natural electricity for the entire city.

Ruf Lanz condensed this commitment a year ago into the campaign "The climate gives thanks" (Werbewoche.ch reported). In it, the penguin, polar bear and Weddell seal expressed their gratitude - because the animals from the polar regions are particularly affected by global warming.

"The campaign was very well received by the public. In addition to numerous likes and shares, we also received many valuable comments, which we incorporated step by step into the further development of the campaign," explains Katrin Rüesch, Project Manager Climate Campaign at Ewz.

After a first Continuation in summer 2021, in which the next generation also gave thanks, the next increase now follows. This time, the polar bear explicitly thanks Zurich. By embracing those who exemplify the city: a ZSC player, the Böögg and the heraldic animal, the Zürileu.

The campaign, which is focused on Zurich, is Ewz's response to the vote on the new energy law on November 28, which was approved by the electorate of the city and canton of Zurich by over 62 percent. The new energy law enshrines energy solutions without fossil fuels in law. At the same time, Ewz shows in the baselines that it has concrete solutions from renewable energy sources.

The campaign starts on Monday in Zurich. The main advertising media are posters in F4, F200 and F12 formats.

Responsible at Ewz: Katrin Rüesch (Project Management), Julia Weber (Social Media), Youssof Shafi (Landingpage), Pascal Schaub (Head of Marketing and Communication). Responsible at ZSC: Louis Huber (Marketing and Sponsorship Manager). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (creative direction), Mario Moosbrugger (art direction), Armin Arnold (DTP), Sylvia Kohler, Miro Poffa (consulting). External partners: Aschmann Klauser, Michèle Aschmann (image editing).

The tasks of the Vaud Cantonal Police are more diverse than handing out parking tickets to offending citizens or rescuing runaway cats from trees: The 1,300 employees of the Vaud Cantonal Police are committed to serving the population around the clock, 365 days a year. Some of these missions are even vital: emergency missions, detecting crimes or securing accident scenes. At the end of the year, the cantonal police and Farner have come up with something special.

Police Navidad - without nasty surprises

To wish their colleagues, their partners and the entire population of Vaud a happy holiday season, the Vaud Cantonal Police decided to send their benevolent and positive New Year's wishes this year in the form of a video.

Farner developed the creative concept and supported the realization together with Meylan Productions. The film is intended as a reminder that at the end of their extraordinary and turbulent days, the employees of the Vaud Cantonal Police are also just ordinary men and women who look forward to being together with their loved ones at a contemplative celebration.
Farner plans to launch the campaign to recruit future police officers and inspectors in May 2022.

Responsible at the Cantonal Police of Vaud: Jean-Christophe Sauterel (Director of Communications & Public Relations). Responsible at Farner: Philipp Skrabal, Jan Walser, Bruce Roberts, Tobias Peter, Myriam Delouvrier, Didier Bonvin, Noémie Richard, Lara Casagrande. Video production: Meylan Productions.

"The mix of great team and relevant products convinced me. Due to the agile mindset, C Wire is adaptable and can quickly respond to customer requests," Spiess explains her move to C Wire.

Most recently Key Account Manager at Goldbach Audience, she has spent her entire career in the media industry. Before joining Goldbach Audience, she held various positions at Tamedia Advertising, where she also supported advertising clients.