VBZ and Ruf Lanz: The Tram as a Remedy for Constipation
For more than two decades, Ruf Lanz has been creating ads for VBZ—ads that are surprising, entertaining, and award-winning. The latest installment in the «It Pays to Switch» campaign presents the tram as a highly effective solution to traffic congestion in Zurich.
VBZ and Ruf Lanz: A Creative Campaign That Has Been Making an Impact Since 2001
Since 2001, Ruf Lanz has been positioning VBZ’s trams and buses as a smart alternative to cars in the city of Zurich—and the VBZ Ruf Lanz campaign relies not on missionary zeal, but on surprising and entertaining communication. The «It Pays to Switch» campaign has since won numerous awards, including two Evergreen Awards from the Art Directors Club Switzerland for its long-standing strategic and creative consistency.
In their latest campaign, Creative Director Markus Ruf and Art Director Mario Moosbrugger showcase the tram as a solution to traffic congestion in Zurich’s crowded city streets. The message is as simple as it is obvious: a single tram track carries just as many people as five car lanes—and it does so without any side effects, powered by electricity from renewable energy sources.
The Tram in a Blister Pack – VBZ Ruf Lanz Campaign in the Cityscape
The creative centerpiece of the new campaign is the tram, which is presented in a blister pack—just like a medication. The campaign will be featured as a poster in all trams on the VBZ Züri line, appear as an ad in the Tages-Anzeiger, and be shared on VBZ’s social media channels. This blend of everyday humor and a clear public transportation message is characteristic of the tone that has defined the collaboration between VBZ and Ruf Lanz for more than two decades.
For more information about the campaign and the Ruf Lanz agency, visit https://www.ruflanz.ch to find.
Responsible at VBZ: Irène Messerli (Head of Corporate Communications), Elina Fleischmann (Head of the Newsroom), Ilaria Seraina Dousse (Project Manager, Corporate Communications)
Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction), Sherif Ademi (DTP), Gian Marco Juon (Consulting). External partners: Flaeck, Tobias Stierli (CGI)
