Ruf Lanz: Anniversary campaign for Ex Libris
The media online store Ex Libris is turning 75 - and is celebrating with a new campaign by Ruf Lanz that picks up on current topics and supposedly prominent personalities.
Ex Libris is the largest media online store in Switzerland with more than six million books and e-books in its range. The company was founded in 1947 as a book club, so is celebrating its 75th anniversary this year. "The right book for every:n for 75 years" is the slogan of Ruf Lanz's anniversary campaign. After there had been already an advertisement with hobby pilot Alain Berset in the Sunday press in the summer to it (Advertisingweek.ch reported), the actual campaign now follows.
Main medium poster
The main medium is posters at locations with a high dwell time, e.g. at public transport stops. Because of the longer lead and deployment time of posters, Ruf Lanz has designed various motifs that are intended to have an effect beyond the current day. On them, some familiar-looking heads can be seen behind matching books. One is suspiciously reminiscent of the man who had just described his renewed US presidential candidacy in 2024 as "very, very, very likely", another of the father of the neutrality initiative. Other motifs allude to current issues via book titles, such as the emergency guidebook "Cooking without Electricity" in the hand of a chef or the animal book "Wolves - Our Wild Neighbors" in the hand of a hunter. The Ex Libris anniversary campaign can be seen on F200 posters and e-panels as well as situationally on ads and banners.
Responsible at Ex Libris: Oona Grauers (Head of Marketing & Communications), Julian Burri (Campaign Manager), Nico Wagner (Online & Marketing Manager). Responsible at Ruf Lanz: Mario Moosbrugger (Art Direction), Armin Arnold (DTP), Nadia Amaru, Carlotta Biffi (Project Management), Markus Ruf, Danielle Knecht Lanz (Creative Direction). External partners: Detail AG.
