Ingo and SonntagsZeitung put strong opinions into a dialog

Is artificial intelligence stealing our jobs? Where do we get our energy from? And what does Europe actually want from Switzerland? These questions not only concern Switzerland, but also divide opinion into polarized camps. For some, there is no way around Europe, while others are afraid of foreign judges. And while some are already looking for skilled jobs on the labor market, others are using artificial intelligence to rethink their everyday office life.

Good journalism plays a prominent role in the process surrounding strong opinions and steep theses; this is where you get the information for your own, at best well-founded, opinion and come into contact with new perspectives. The new headline campaign of the SonntagsZeitungby creating a stage in public space for pointed positions and their opposing views, thus placing opposing perspectives in relation to one another. Posters and digital platforms are cleverly used for this purpose - and streets and online platforms in Switzerland are turned into discussion platforms.

In most cases, posters do not stand alone, but share attention in the public space with other posters. This is very similar to the way opinions are expressed in public debates. The headline campaign uses this juxtaposition as its springboard - and places two opposing opinions in relation to each other on two adjacent posters.

The headlines are pointed, pointed and target the nerve of current social debates. "We don't want foreign dishes", "More renewable energy for better prospects" are phrases that could also be heard at the regulars' table, at a family dinner or in the National Council.
Such statements are immediately followed by the opposing positions on the posters right next to them. This creates a dialog in the public space that allows opposing opinions to have their say, provokes and at the same time encourages reflection. Because only those who get an overview of the landscape of different positions can really understand heated debates - a claim that is formulated in the campaign's slogan: "On Sundays, we understand heated debates".

While the headlines pick up on opinions that were not expressed by the SonntagsZeitung itself, the visual implementation bears the traits of the brand's established imagery: the headlines are placed on the typical blue background and are framed by reduced speech bubbles. On the one hand, this emphasizes the effect of the headlines as pronounced thoughts and at the same time develops the previous style of the brand. Sunday newspaper-bubbles continue.

The OOH and DOOH posters have been on display in German-speaking Switzerland since mid-March. In addition, the headlines with opinions on Switzerland's energy supply are being used strategically in mountain regions. From the end of March, the campaign will bring current debates to digital platforms in the form of online banners.

Responsible at Tamedia: Samuel Mollet (Acquisition & Loyalty Manager Lead Verticals Consumer Business), Daniel Keller (Acquisition & Loyalty Manager Verticals Consumer Business / Print Sales). Responsible at Ingo Zürich: Sonja Gross, Johannes Jordan, Felicia Aepli, Aurora Wilde, Jael Abderhalden, Samuel Wicki (creation), Kira Vaterlaus (consulting), Kim Prinzing (DTP).