The response realizes campaign against the "nanny state"

With the campaign launch on Friday morning, an association of representatives from politics, business and society is taking a critical stance against what is perceived as growing state paternalism. Die Antwort is responsible for the concept, implementation and media strategy and won a two-stage pitch beforehand.

The campaign relies on satirical exaggeration and visual provocation: four poster motifs focus on how everyday habits such as meat consumption or driving could potentially be banned. Reference is also made to the current ban on advertising in public spaces passed by the Zurich city parliament - a process that the initiators interpret as an encroachment on freedom of communication. The campaign sees itself as a creative protest against such developments and, according to its own statements, aims to stimulate a social debate on the limits of state regulation.

The central visual idea is based on the image of a state that treats citizens like children. The central statement, "You should not think, but obey the prohibitions", is deliberately exaggerated as a stylistic device.

The initiative is backed by the Swiss Retail Federation, the Swiss Trade Association, GastroSuisse and the Consumer Forum, among others. Individual voices from politics and business - including National Councillor Daniela Schneeberger and meat sommelier Michael Vogt - publicly support the campaign. On the associated Landing page citizens can take a stand and submit their own examples of regulations that are perceived to be overbearing.

In addition to the overall creative implementation, the answer is also responsible for media planning. As long as it is still permitted, the campaign will mainly be played out on traditional billboards. For the advertising industry, it also positions itself as a statement on the role of communication in public discourse.