Republica stages cervelat celebrities for the new Bärnerbär
The Bern-based weekly newspaper Bärnerbär is launching a new layout and new sections. The focus remains on Bern’s local celebrities and their stories. Republica is promoting the relaunch with an eye-catching campaign.
Since 1987, the Bärnerbär has been the tabloid newspaper of the city of Bern. As the "Who is Who" of the city and agglomeration, it brings all the minor and major local celebrities, the "Cervelatprominenz".The Bernese creative agency Republica was commissioned to design the campaign for the relaunch of the free weekly newspaper. The goal: to get the Bärnerbär back into the conversation and into Bern's mailboxes. The trenchant term "Cervelatprominenz" provided the idea to stage the people factor in a striking and deliberately a bit oblique way: with Cervelats instead of faces in typical celebrity photos. The new slogan "Wär isch wär, steit im Bärnerbär" and its variations also play with the fact that the celebrities are not recognizable in the advertising images.
The campaign includes three subjects for posters, advertisements and public transport hanging boxes. In addition, two commercials can be heard on Radio Bern1; the cervelats also appear in Telebärn commercial blocks and in online media.
Responsible at Bärnerbär / IMS Medien: Wolfgang Schickli
