Last but not least: Selfie Glöggli
A selfie here, a selfie there—these days, the world loves nothing more than taking pictures of itself. One campaign acts as if it had always been that way.
The social media generation has one great strength: the self-portrait. In the past, famous painters would spend days painting themselves in front of a mirror - only to be dismayed to discover that they were unrecognizable. Today, it's easier: thousands of selfies see the light of day every second, are shared, rated, commented on and forgotten via all kinds of social channels. In this way, young women have established the so-called duck face as a global no-go: the duck kissing mouth, photographed with a smartphone from the advantageous half-up position (eyes large, chin small). Many a young woman takes her clothes off and was recently informed by Pro Juventute about possible side effects and after-effects (Werbewoche.ch reported).
Lowe South Africa has taken this phenomenon as an opportunity to transform classics of press photo history into self-portraits for the Cape Times newspaper. The claim: "You can't get any closer to the news". This is almost reminiscent of an earlier Wirz campaign for Schweizer Illustrierte ("Closer to the stars"). (hae)
