Service plan: With Frisch, Klee, Kahlo, Dalì and Marx at the Antiquarian Book Fair
The advertising campaign for the antiquarian book fair focuses on well-known figures whose works can be purchased at the fair. Serviceplan Suisse is responsible for the concept and execution.
From Max Frisch to Frida Kahlo and Helmut Newton: the personalities whose names are used to advertise the 24th edition of the Antiquarian Book Fair Zurich are just as diverse as the fair itself. The headlines are aimed at a broad but interested audience: you have to know the personalities at least a little to understand the allusions.
The design of the subjects builds on the graphic appearance of the Antiquarian Book Fair introduced last year. The bookshelves are strikingly reduced in the tradition of Swiss graphics. While the headline stands out in pastel color, the rest of the copy is only visible at second glance.
The campaign was launched on October 21 and includes posters in the Zurich area, animated eBoards at Stadelhofen station and advertisements in trade journals and daily newspapers. The cover of this year's trade fair catalog and the invitation cards were also produced.
Responsible at VebukuPeter Bichsel (President). Responsible at ServiceplanRaul Serrat (Executive Creative Direction); Martin Spillmann (Creative Direction); Günter Zumbach (Text); Rémy Steinmann (Art Direction); Aline Litchenhaus (Consulting); Pam Hügli (Overall responsibility). AnimationThomas Stocker, Efex.
