Ese Agency creates "News, but deep" image campaign for Watson
In its current branding campaign, Watson presents itself as a journalistic voice with depth. With the tagline «News, but deep,» Ese Agency positions the news platform in German- and French-speaking Switzerland as a source of news that offers perspective, relevance, and context.
In a media world full of headlines, disinformation and AI-generated content, categorization is becoming increasingly important. The current campaign underlines the role of Watson as a platform that not only informs, but also explains and classifies. Thematically, the campaign addresses social challenges such as migration, digital equality, changes in journalism and the sensory overload in social media. "With the slogan 'News, but deep', we show that Watson responsibility," explains Sabrina Mock-Marty, Head of Marketing at Watson. "The campaign positions the news portal as a medium for a critically thinking, digitally informed target group - comprehensible, human and to the point."
The visual implementation is based on the diving goggles as a symbol for orientation and perspective in a complex news situation. The 360-degree campaign will be widely distributed via OOH measures, TV commercials, social media and print advertising. Emanuel Ernst, Creative Director at Ese Agency, describes the commercials as "bold and detailed" and points out hidden Easter eggs in the visuals.
The visuals for the OOH measures were created in collaboration with photographer Ella Mettler in an elaborate underwater shoot. The TV production was realized by Oha! Visuals and Webrepublic was responsible for the media planning.
Responsible at Watson: Florian Wanner, Maurice Thiriet (overall responsibility), Sabrina Mock-Marty (Head of Marketing), Susanne Roy (Project Management), Lars Müller (Digital Marketing). Responsible at Ese Agency: Elia Binelli (overall responsibility), Elia Binelli, Emanuel Ernst, Severin Gamper, Damian Steffen (realization), Elia Binelli, Emanuel Ernst, Severin Gamper, Damian Steffen, Anina Kemmerling, Florin Grunder, Eleonora Trifunović (production). Photography Show: Ella Mettler, Manuel Sieber, Jeremy Marugan. Film production: Oha! visuals, Till Helldobler, Olga Hermann, Leeroy Klauhs. Media: Webrepublic, Silvan Meiler, David Zemlicka, Florian Geyer, Joaquim Barreiro.
