Franz & René for the BZ: This campaign leaves room for interpretation
To help readers of the Berner Zeitung form their own opinions, Franz & René is using ambiguous hooks in a new campaign for the newspaper—ones that can be interpreted in various ways.
In the canton of Berne, the Bernese Newspaper is more than just a local daily newspaper, it is one of the most important sources of information. As an expert in its region, it enables every reader to obtain information, find their bearings and broaden their own horizons. Facts, analyses and quality articles are intended to give everyone in Bern the chance to form their own opinion on numerous national and regional topics via the digital platform or the printed title.
The campaign plays with these elements and addresses a variety of current topics. With ambiguous hangers, readers can form their own opinions, as these can be interpreted in several ways. Since November, the campaign has been visible throughout the canton as OOH, DOOH, on public transport screens and digitally as online displays.
Responsible at Berner Zeitung: Yves Schebesta (Sales Digital), Tobias Studer (Marketing), Simon Bärtschi (Editor-in-Chief BZ), Marc Isler (Head of User Market Tamedia). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Cristina Mollard (Senior Consultant), Eric Kohler (Art Direction), Yannic Sommer (Graphic designer), Audrey Grossenbacher (Graphic designer).
