Aargau also celebrates its prejudices
Cantonal Anniversaries In the advertising campaign for the cantonal anniversary, conceived by Renzen & Partner, 200 residents of Aargau share their stories in Switzerland’s largest testimonial campaign.
Cantonal anniversaries In the advertising campaign designed by Renzen & Partner for the canton's anniversary, 200 people from Aargau express themselves in the largest testimonial campaign in Switzerland Every canton has to live with prejudices - and Aargau is blessed with them like no other. But it also lives from (and with) the people who debunk such clichés. 200 residents of the large Mittelland canton between Bern and Zurich are publicly reflecting on their canton of residence in what is probably the largest testimonial campaign ever launched in Switzerland. The canton of Aargau, which is celebrating its 200th birthday this year, did not want to limit its advertising concept for the anniversary to simply announcing the festive events. A large separate campaign was to accompany the festivities in the anniversary year as a common thread and promote the togetherness of the very different parts of the canton and their inhabitants.
The pitch was won by the communications agency Renzen & Partner (R&P) in Aarau with the idea of offering 200 Aargau residents a striking platform. "The idea was not to communicate a quasi-officially prescribed cantonal identity and festive joy, but rather individual statements from people," explains Gianni Schneiter, CD at R&P. The canton of Aargau was to "face up to its own people" in a campaign that caused a stir beyond the canton's borders and convey a kaleidoscope of critical but also affectionate opinions from Sins to Rheinfelden, from Zurzach to Zofingen. The statements published so far revolve around cultural, economic and sporting topics, but also deal with mentalities and very often with the Aargau's search for identity.
A barometer of feelingsThe campaign has indeed become a platform for praise, criticism, ideas and dreams, "a barometer of the feelings and thoughts of people from many cultures living in Aargau", says Marc Pfirter, State Secretary at the Aargau State Chancellery. In order to ensure that the testimonials attract attention and are taken seriously, the agency refrained from using bright colors - only the cantonal colors, the anniversary logo and the sponsor logos are printed in the respective colors.
Celebrities, artists, originals, but also many ordinary people from all districts contribute their statements about the canton of Aargau. These can be seen, read or heard in full-page advertisements, on F12 posters and in TV and radio spots throughout the canton.
On radio and TV, the commercials are accompanied by a theme tune. It is the folk song "Im Aargau sind zwöi Liebi...". The jingle is sometimes jazzy, sometimes a techno melody, sometimes classical. But it also comes across as a genuine "Hudigägeler". This jingle is also used by Radio Argovia and Tele M1 for editorial reports on the canton's anniversary.
The portraits are not produced in stock, but on an ongoing basis. At R&P, care is taken to create a good mix: All regions, all age groups, social classes and cultures should be represented. By the end of the anniversary year, 20 different subjects per medium will be realized, which corresponds to a media presence of 80 different testimonials.
A total of 200 people will be portrayed and interviewed in order to reach the magic anniversary number. The complete collection will be shown in an exhibition at the end of the anniversary and immortalized in an anniversary book. The main sponsors of the campaign are Axpo, Migros and Swisscom. Media partners are the AZ Medien Group and APG.
Testimonial as a poster: black and white used as an eye-catcher.
The pitch was won by the communications agency Renzen & Partner (R&P) in Aarau with the idea of offering 200 Aargau residents a striking platform. "The idea was not to communicate a quasi-officially prescribed cantonal identity and festive joy, but rather individual statements from people," explains Gianni Schneiter, CD at R&P. The canton of Aargau was to "face up to its own people" in a campaign that caused a stir beyond the canton's borders and convey a kaleidoscope of critical but also affectionate opinions from Sins to Rheinfelden, from Zurzach to Zofingen. The statements published so far revolve around cultural, economic and sporting topics, but also deal with mentalities and very often with the Aargau's search for identity.
A barometer of feelingsThe campaign has indeed become a platform for praise, criticism, ideas and dreams, "a barometer of the feelings and thoughts of people from many cultures living in Aargau", says Marc Pfirter, State Secretary at the Aargau State Chancellery. In order to ensure that the testimonials attract attention and are taken seriously, the agency refrained from using bright colors - only the cantonal colors, the anniversary logo and the sponsor logos are printed in the respective colors.
Celebrities, artists, originals, but also many ordinary people from all districts contribute their statements about the canton of Aargau. These can be seen, read or heard in full-page advertisements, on F12 posters and in TV and radio spots throughout the canton.
On radio and TV, the commercials are accompanied by a theme tune. It is the folk song "Im Aargau sind zwöi Liebi...". The jingle is sometimes jazzy, sometimes a techno melody, sometimes classical. But it also comes across as a genuine "Hudigägeler". This jingle is also used by Radio Argovia and Tele M1 for editorial reports on the canton's anniversary.
The portraits are not produced in stock, but on an ongoing basis. At R&P, care is taken to create a good mix: All regions, all age groups, social classes and cultures should be represented. By the end of the anniversary year, 20 different subjects per medium will be realized, which corresponds to a media presence of 80 different testimonials.
A total of 200 people will be portrayed and interviewed in order to reach the magic anniversary number. The complete collection will be shown in an exhibition at the end of the anniversary and immortalized in an anniversary book. The main sponsors of the campaign are Axpo, Migros and Swisscom. Media partners are the AZ Medien Group and APG.
Testimonial as a poster: black and white used as an eye-catcher.
Andreas Panzeri
