Texterbande and Salz & Water defy crisis with smirky campaign
To counter the declining public mood, two Swiss agencies used outdoor advertising to bring a few smiles to people’s faces: The goal of the campaign was to counter economic hardships, lockdowns, and gray winter days.
In order to raise the morale of the population a tiny bit, the Zurich agency Salz & Water and the St. Gallen agency Texterbande joined forces at the end of 2020.
"The Corona pandemic is not a fun topic," the two agencies wrote in their joint communiqué, explaining, "Some are getting information fatigue, others are losing their nerve, and the next are just wishing for a quick return to their former normalcy."
Christian Schickler, Managing Partner Salz &Water, defines the goal of the joint action as being "to give people something to smile about in public spaces, while much seems uncontrollable and hopeless."
The campaign ran on selected APG DOOH screens at the end of 2020.
On a total of six subjects, for example, giant insects were associated with 2021, the safest way to hug was revealed, and the pajamas of investment bankers were pondered.
Responsible at Salt & Water: Alessio Rattazzi; Frédéric Praplan; Christian Schickler. Responsible at Texterbande: Phil Fichtinger.
