08One: Fresh coat of paint for the Openair Lumnezia
The Chur-based agency 08Eins designed and implemented the festival’s new visual identity. The campaign, with the slogan «Summer, Mountains, Backdrops,» will be on display at APG locations throughout German-speaking Switzerland.
The artistic key visual is intended to transport the poetic atmosphere from the Valley of Light to the cities and leave a unique impression on potential visitors, the agency writes in a press release. The focal point of the subject is a young woman who embodies the lightness of being with playful accessories. In the background is a mountain backdrop that could easily be recreated at home.
The agency also launched a campaign within the campaign. With "plai a mi", fans were invited to send in their own "like" messages via video. The guerrilla campaign attracted over 4,000 visitors on YouTube within four weeks. According to the press release, "plai a mi" was deliberately chosen in the Romansh language. On the one hand, the festival takes place in the Romansh-speaking Grisons Oberland, while on the other, a globally known symbol such as the "i like" button is presented in a language that is not necessarily familiar.
Responsible for Openair Lumnezia: Norbert Cavegn (OC President), Catia Tschuor (Marketing), Claudine Cavegn (Marketing). Responsible at 08Eins: Haempa Maissen (overall responsibility), Anita Willi (consulting), Sandra Maissen (illustration/design), Claudio Candinas (social media) Martin Loretz (website).
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