Last but not least: The hidden messages in the new ZVV campaign

 
The new ZVV campaign has its work cut out for it: it will be measured against its cult predecessor. And it will be weighed and probably found to be too light. After all, the old campaign ("Ich bin auch ein¬...") has been so thoroughly engraved in the cerebral cortex of most Zurich residents for seven years that it is almost impossible to get it out again. What's the point of "So that you are where your ... is"? No, too long, too cumbersome, too much of a rip-off of the old idea. Or maybe not: the new campaign has been running for two weeks now, and it seems as if it still has a grace period, as if it still needs some time to be judged. And in this time of opinion vacuum, the free newspaper 20Minuten finds hidden messages on the new posters. Somewhere in a tree is a Batman mask. A rascal's prank by a graphic designer? No, 20Minuten has done some research. "That's Batman, and he's advertising specifically for the night network," says ZVV marketing manager Jürg Baumgartner. In fact, the ZVV advertises night transport with "Live like a bat: flutter in and hang out".
But Jürg Baumgartner says even more, 20 Minuten has done thorough research: The poster is full of such hidden messages and gags. And KSB/SJ boss Daniel Krieg adds that further surprises are planned as part of the campaign. Hmm, planned. But the fact is, there's a lot to be found on the posters. For example, the head of the advertising agency responsible, a Monsterluxemburgerli, a ... - oh well, search for yourself. So that you are where your attention is. You get the idea.