Siegfried & Roi celebrates 150 years of the city of Zug
In 2024, the city of Zug celebrated its 150th anniversary as a municipality with its entire population. Siegfried & Roi created an engaging awareness campaign for the occasion.
The agency was tasked with anchoring this "historic, but perhaps somewhat dry event" in the minds of the population with a campaign and thematically appropriate activities.
Siegfried & Roi found inspiration in the cantonal constitution that came into force in 1874: paragraphs were translated in a contemporary way and linked in a targeted manner with events, digital highlights and offers from the Zug City Archive. A total of twelve motifs drew the attention of thousands of people to the anniversary campaigns every month via various analog and digital channels.
According to the agency, the modern and provocative interpretation of Section 11, which allows the public to inspect the state accounts, attracted particular media attention: "We have money and are happy to show it." 20 minutes and other media companies "rewarded" the courage with earned media in the form of articles and free airtime on TV.
Responsible at the City of Zug and Zug City Archives: Dieter Müller (Head of Communications), Thomas Glauser (City Archivist), Frederik Furrer (Deputy City Archivist). Responsible at Siegfried & Roi: Milan Pavic (Creative Direction), Moritz Solleder (Strategy, Consulting), Nastasia Pavic (Art Direction), Florian Krauth (Graphics, Animation).
